.nyc Domain
How do you launch a brand to the world’s toughest audience? You give them a new and powerful way to “Own It” so they can finally channel the pride and passion they have in their city, and themselves, online.
OUTCOME
Co-led brand and campaign development requiring collaboration between design, tech, strategy, and media to create a brand that New Yorkers would identify with and adopt. Pitched and executed agency’s first influencer campaign engaging early tech adopters and business owners through events and unique placements to generate buzz and create an exclusive club for those that could own it first.
After launch, the .nyc domain extension experienced the fastest growth of any location-based gTLD to date. With over 50,000 domains sold in less than a month, .nyc lived up to the hype. In addition to direct domain sales, the brand received over 2.7 million paid media impressions, with a 15.4% media conversion rate - virtually unheard of in the media world.
SERVICES
+ Market Analysis
+ Audience Profiles
+ Placement Strategy
+ Influencer Selection
+ Launch Activations
+ Industry Activations
+ Editorial & Viral Content Planning
+ Story & Messaging Direction
+ Copywriting
ownit.nyc
Employer: Pappas Group / DMI, Inc