Led The ‘Embrace Crazy’ Brand Campaign in Australia

Challenge

In 2020, Crazy Domains aimed to sustain its market dominance in Australia through a major brand campaign. As the brand with the highest market share in the web hosting industry, maintaining top-of-mind awareness was crucial. The pandemic, however, introduced unprecedented challenges: movement and capacity restrictions hindered video production, online ad costs skyrocketed, and uncertain policies delayed our launch schedule, increasing the risk of hitting the low season.

My Role

As the Head of Engagement & Loyalty (Marketing) and one of the two major strategic revenue owners for the Asia Pacific Marketing department, my mission was to lead this campaign, hitting growth targets despite a conservative budget. My responsibilities included leading and overseeing the campaign’s development, ensuring effective cross-department collaboration, and managing external partnerships.

My Action

Strategic Planning: I began with a skeletal plan to organise my thoughts and resources, then approached other department heads to confirm our key products to focus on. Gathering the marketing team, we brainstormed the overarching big idea and created a messaging house that resonated with our target audience.

Adaptation and Innovation: Given the pandemic lockdown restrictions, traditional video production methods were off the table. After discussions with our senior video producer and CMO, we decided to cut out agency involvement and work directly with video production houses. This approach not only saved costs but also allowed for more flexible and rapid decision-making.

Collaborative Ideation: We democratised the ideation process, inviting both in-house teams and a few selected production houses to pitch their ideas remotely. This inclusive approach ensured a diverse range of creative inputs. We were particularly impressed with Electric Lime, a production house that aligned well with our vision. Daniel, who reported to me, was tasked with managing the relationship with Electric Lime due to capacity constraints on the video shoot location. What we decided on was a mockumentary-style concept that empowered entrepreneurs to bring their ideas online

Execution Under Constraints: The pandemic necessitated stringent safety measures. We ensured the video shoot was self-contained and that non-actors were masked up. Despite these challenges, the team’s adaptability and commitment were exemplary. By working directly with Electric Lime, we maintained high production quality while adhering to safety protocols.

Results

Our campaign drove a 9.45% year-on-year increase in bookings, surpassing order targets for key products. The approach of working directly with the production house, integrated with our in-house creative and marketing team, proved to be a significant source of advantage and cost savings. This model of collaboration became a new standard for future projects, demonstrating the team’s ability to innovate and adapt under pressure.

Watch all campaign videos here.

Reflections

Leading the “Embrace Crazy” campaign during such an uncertain period was a testament to the team’s resilience and creativity. By leveraging internal and external talents and adapting to new ways of working, we not only achieved our goals but also set a new benchmark for future campaigns. This experience reinforced the importance of strategic flexibility and collaborative innovation, crucial elements in navigating crises and driving sustained growth.