Opportunity:
Elevate new “not-com” domain choices owned by Donuts Inc. (such as .coffee, .life, .today) as relevant, meaningful and effective for the startup and small business communities.

Solution:

• Developed a video series that spotlighted innovative businesses across the country using “not-com” domains to build their respective brands. The series fused company objectives with compelling human interest stories that would resonate with new business owners.

• Executive produced (and story-developed and field produced) in collaboration with a team of producers, videographers and editors.

• Videos were digitally targeted to the entrepreneur, tech and small business communities on platforms such as YouTube.

Results:

• Videos achieved more than 30 million views via digital syndications in less than two years, with a call to action that took users to a “not-com” domain registration page. This increased education, awareness — and ultimately, “not-com” domain purchases.