Finalist! B2B Marketing Awards 2024
16th October 2024 •
16th October 2024 •
We’re very proud to announce that we’ve been shortlisted at this year’s B2B Marketing Awards!
The B2B Marketing Awards have been running for nearly 20 years and are one of the most sought-after awards in the B2B marketing world, so we’re really pleased to have been recognised for our work this year!
The ‘Making the UK domain the ultimate British business ally‘ campaign for Nominet has been shortlisted in the ‘Best use of customer insight’ category.
The winners will be announced in late November at an awards ceremony in London – we’ll keep our fingers crossed until then!
Nominet are custodians of the UK domain name registry, and with UK domains losing market share to .com, they wanted to improve awareness and build positive perceptions UK domains to reverse the trend against .com.
So, we developed an integrated awareness campaign. The short-term objective was to prove the success of our content, channel and creative strategy by demonstrating meaningful change in the perceptions of UK domains, including trust, credibility, safety, professionalism and overall awareness.
Through market research we identified the challenges we needed to overcome and the SME audiences that were most likely to adopt a UK domain. Real-world personas paired with compelling messaging ignited FOMO, evoking the essence of necessity and success. Awareness of The UK Domain website increased by +93%, with perceptions of UK domains like credibility (+31%), trustworthiness (+25%), familiarity (+21%), and professionalism (+44%) all rising substantially.
Learn more about the campaign