Client Overview:
GoDaddy is a leading provider of domain registration and web hosting services, targeting small business owners and entrepreneurs. This mock project focused on addressing subscriber churn in a critical customer segment.

Challenge:
GoDaddy experienced an increase in cancellations among male entrepreneurs aged 27–32. Research revealed these customers switched to Wix due to a 3-month free trial and marketing campaigns highlighting expansive website templates. Our task was to develop a marketing plan to win back 10% of this segment, focusing on app downloads to showcase new product features.

Solution

Key Campaign Goals:

• Win back 10% of churned subscribers through app downloads.

• Achieve a cost-per-download (CPD) of $10 or less.

Approach:

• Targeting Strategy: Focused on retargeting previous subscribers via Facebook and Instagram, leveraging their engagement with rich content like eBooks and product features.

• Ad Creative: Developed two ad variations showcasing the app’s simplicity and business management tools, emphasizing its affordability and ability to drive long-term growth.