GoDaddy is using the Super Bowl to promote its new GoDaddy Airo tool for small businesses. Brand Innovators caught up with GoDaddy’s CMO Fara Howard to talk about the campaign ahead of the big game.
What is the strategy behind your Super Bowl ad? What is the key message?
This year, GoDaddy is excited to make its return to the big game on February 9. The ad was inspired by GoDaddy Airo, an AI-powered experience that helps business owners bring their ideas online in minutes, generate traffic, boost sales and deepen social media engagement. The key message revolves around empowering business owners to take the leap and start their business, with the knowledge that GoDaddy is there to help bring their vision to life. We’re thrilled to use advertising’s biggest stage as an opportunity to introduce this game-changing experience to millions of small businesses.
You already released a teaser on YouTube. What will the roll out look like leading up to the Super Bowl? What is the idea behind dropping teasers ahead of time?
We’re excited to talk about our return to the big game and as the date approaches, we’ll have more to share. But by design, teasers can’t be shared so you’ll have to stay tuned…
How else will you support this campaign both before and after game day?
Our campaign will kick off with the big game, but you can expect to hear more from GoDaddy as February 9th approaches!
Why is investing in a TV ad during the Super Bowl still a worthwhile investment?
The Super Bowl provides an unparalleled platform and viewership base to connect with an extensive captive audience. Our product, GoDaddy Airo deserves one of the world’s biggest
stages and we realize the buzz generated before, during, and after the game creates an opportunity to get in front of millions all at once. We strongly believe that the brand exposure that comes with this kind of advertising will provide long-term brand value for our company.
Who are you hoping the spot will resonate with?
The spot is designed to inspire current and small business owners with the confidence they need to bring their idea to the world with the help of GoDaddy Airo.
What trends do you expect to see in ads during the game this year?
It’s hard to predict because the Super Bowl ads are designed to be unpredictable. I expect that we’ll get a few belly laughs, maybe shed a few tears and get a few surprises. As a marketer, it’s my favorite time of the year because the content is always engaging.
Are you marketing during any other sporting events?
Sports-based advertising is a great way to reach current and future customers considering the volume of sports media consumed in the US. So, in short, yes, we do and will continue to leverage sports as a means to connect with our audience.
