GoDaddy SmartLine Brand Messaging

GoDaddy launched their latest product, SmartLine, which gives customers the ability to talk and text from a separate business number through a smartphone app. However, while the product provided so much tech benefits (1 phone/2 numbers), the part of the story missing was the emotional/functional benefits.

In order to establish brand messaging surrounding the new app, my agency set out to “declutter” the cluttered messaging to figure out what product proof points our target audiences were gravitating towards. I needed to figure out a way to determine which proof point messaging worked best in order to be most impactful to our target audience of business owners and freelance workers.

I proposed doing a matrix’d creative test, and letting the Facebook algorithm figure out which ones drove the most efficient conversion. I concepted out the creative, produced the ads with my graphics/motion designers and A/V team, and ran the test for 2 weeks, reporting back and knocking out the ones that didn’t work. This went on for 3 months.

In the end, I nailed down what functional proof points worked best, which were price and ease of use, and drove down CPM by 10%, allowing GoDaddy hone in their messaging moving forward. As a result, my campaign helped earn the client’s trust, and got additional incremental scope and increased that client’s budget by 100%.