Overview

LAUNCHING WEBSITE BUILDER… AND A HOT SAUCE

GoDaddy Australia partnered with the beloved Ray Meagher to create, package and sell a hot sauce product exclusively on RaysFlaminHotSauce.com – powered by GoDaddy’s Website Builder. Magnum & Co launched Ray’s Flamin’ Hot Sauce on social media and in the process, created a viral sensation.

 

Services: Social media marketing

Results highlights: 7M+ impressions across Facebook and Instagram

THE BRIEF

HOW DOES A US TECH COMPANY REACH AND ENGAGE AUSSIE SMALL BUSINESS OWNERS AND DRIVE TRIAL FOR THEIR WEBSITE BUILDER PRODUCT?

The problem was 3-fold:

1. Most SME’s don’t know they can actually build a website online

2. Those that know, think its really complicated and/or expensive

3. Those that have used an online website builder, mostly don’t know GoDaddy has a product in the category or can’t even remember what product they used

Given the level of disinterest and apathy in the category, there was a significant challenge ahead of us to educate/re-educate the market and captivate them enough to actually give GoDaddy’s Website Builder a go.

THE SOLUTION

What better way to localise and authentically reach Aussies than through Home & Away’s beloved veteran, Ray Meagher.

Ray partnered with GoDaddy to launch his own hot sauce: Ray’s Flamin’ Hot Sauce. His online store was live in under an hour thanks to GoDaddy’s Website Builder.

The campaign kicked off with a 2-week teaser phase on Facebook and Instagram. Magnum & Co built interest-affinity audiences who were most likely to engage with the campaign content.

In just 7 days we achieved over 1 million impressions using paid media which in turn drove viral reach through friend tagging in comments and post sharing among the audiences.