Icons

A customer-led documentary series about small business owners. 150+ stories since 2018.

Excerpt: the first 1:15 of a 1:26 film (“GoDaddy – Icons of Detroit Sizzle”). Watch the full film on casualfilms.com

Client: GoDaddy
Sector: Technology
Goal: Brand
Film: 1:26

The brief

Foster stronger brand attribution and connection, to drive usage of GoDaddy's services and support for its 20 million customer community.

What we made

Mini-documentaries about entrepreneurs who quit their 9 to 5 to do what they love, filmed in over a dozen cities across the US. One clear message that travelled globally and was translated locally.

What it did

~500%more output: 80 stories a year, up from 15
34%engagement rate

“We're getting a 34% engagement rate on these videos and a lot of positive chatter.”
Jillian Johnson, Program Manager, GoDaddy

Awards

Digiday Content Marketing Award, Best B2B Branded Content

Credits

Casual Films. Individual credits are not published for this film.

Facts on this page are from casualfilms.com/blog/a-case-study-with-brand-aligning-coherence.