On February 4th, 2011 Network Solutions launched a video campaign titled Go Granny, Go. This video was a parody of the marketing efforts of one of our competitors, Go Daddy. Award Winning Actress, Cloris Leachman, starred as an aged Go Daddy Super Bowl Girl sporting black leather as she swung her leg around a stripper pole…which was placed strategically by her Harley. Humorous? We thought so, and so did countless others.
Within 72 hours we increased .Co domain sales by 500%. The Go Granny video campaign received more than 18 million impressions on Twitter, 45,000 views on YouTube and a whopping 14 million impressions on leading blogs that praised Go Granny versus Go Daddy.
Online sentiment about the Go Granny video campaign is currently at 97.5% percent, and the Twitter stream gained attention from social media notables like Guy Kawasaki, Scott Monty, Liz Strauss and Jason Falls. None of this happened by accident. The success of our video campaign was dependent on a solid strategy integrating traditional and social media, advertising, pr and community outreach – and here is how we did it.Google+