A go-to-market campaign that meant business.

Nominet wanted to strengthen the position of the .uk domain in a market dominated by .com.

While millions of domains were already in use, growth had slowed – and many SMEs weren’t fully aware of the benefits a national domain could bring. The challenge was to shift perception, encouraging businesses to see .uk as a credible, valuable and relevant choice. The campaign needed to test and learn quickly, delivering short-term impact while uncovering insights for longer-term growth.

We explored the behaviours and priorities of UK SMEs, identifying a key barrier: many businesses didn’t see the direct value of investing in their domain presence. Our approach focused on making that value tangible. Messaging highlighted trust, credibility and professionalism – qualities strongly associated with .uk, but often overlooked. Creative execution leaned into a confident, distinctly British tone, combining relatability with purpose. The narrative was human and authentic. Media strategy prioritised testing – refining messaging, channels and audience segments to identify what delivered the strongest response.

The campaign drove a clear uplift in both awareness and perception. Traffic increased significantly, and metrics showed strong improvements in credibility, trust and familiarity among target audiences. These results provided the evidence needed to move beyond testing into a more sustained strategy. Recognition followed too, with the work earning industry accolades and establishing a clear model for future campaigns.