GoDaddy: Small-Business Stories, Told by Small Businesses

GoDaddy's product is infrastructure — domains, hosting, tooling. The interesting story is never the product; it is the person who used it to open a shop. We produced a run of customer stories shot on location at their businesses.

The challenge

Platform marketing tends to abstract the customer into a persona. The brief was to keep real names, real storefronts, and real messiness in the frame, while still delivering something usable across paid and web.

Our approach

• Pre-interviewed each owner by phone so the on-camera conversation could skip the warm-up.
• Shot each business in a half-day block with a two-person crew to keep the environment relaxed.
• Cut a web hero, a paid cutdown, and a vertical version from every interview.

What we delivered

• 6 customer story films
• 18 derivative cutdowns for paid and social
• Photography from each location
• Transcript-based copy blocks for landing pages

The results

• Story pages held attention longer than the previous product-explainer videos
• Owners shared their own films, generating organic reach at no media cost
• One shoot day per business produced assets for three channels

The takeaway

Customer stories are the cheapest high-trust asset most brands are not producing enough of.

Working on something similar? Tell us what you're building and we'll map out how we'd approach it.