What they wanted
.CO are a disruptive domain extension - through innovative D2C marketing and partnerships they continue to build their brand as the domain extension for startups and entrepreneurs. In an effort to strengthen their brand and connect directly with their customers .CO decided to launch a free membership program to help their customers build their businesses online.
what we did
Branding a ‘commodity’ product like a domain is a challenge - to address this .CO decided to launch a free membership program to differentiate their product and provide a ‘value add’ for their customers. The MVP was launched to great industry acclaim – the task was now to develop it into a seamless extension of.CO’s brand presence online.
The broader goal of the project was to engender loyalty and positively impact the domain renewal rate of .CO members. Within six months of launch we were able to produce the data to show that .CO members were more likely to renew their domains as compared to non-members.