Global Brand Leader Takes on the Goliath U.S. Market
1&1 IONOS, the largest website hosting company in Europe, was keen to break into the highly competitive U.S. market. Targeted digital campaigns helped them do it.
-
7%
Customer inflow YoY
At a Glance
- Client
- IONOS
- Engagement
- Creative Concepting, Video Production, Content Creation
- Campaign
- Your Host Matters
- Focus
- New partner sign ups
- Duration
- Two Months
- Client
- Los Angeles, San Francisco, New York, and Atlanta
Overview
A lousy hotel, a lame party, or a silent dinner have one thing in common, bad hosts.
We needed to show what a good host IONOS was, how attentive and secure, and we needed to do it at a local level. Concentrated campaigns focusing on the core Your Host Matters platform hit the right audiences. That’s not accidental, that’s work that compounds.
The Goal
Thousands of Partner Program sign-ups and new orders in under two months. New creative content, tailored to local markets needed to be created quickly.
The Challenge
IONOS was a newer entry into the crowded US web hosting market filled with competitors that outspend them by hundreds of millions of dollars. They had limited time to get up to speed and enter the market.
The Solution
Consumer reviews revealed an opportunity to focus on their uniquely human approach to customer service ― a personal consultant for every customer free of charge.
We created the platform Your Host Matters. A good host provides personal attention, security, and respect. The same is true for your website.
We reflected this core message in a range of market-specific digital messages.
But we needed to go deep to turn awareness into conversion. We tapped into two often overlooked audiences – Female Developers and Minority-owned Small Businesses through partnerships with Women Who Code and Small Business Expo.
The Proof
Strong audience insight led to rapid growth, including the highest social media engagement in IONOS global history.
- +28%
- Customer inflow in first month
