GoDaddy's Super Bowl Return: How Fara Howard is Reimagining Small Business Success

Summary

Marketing Vanguard Podcast Summary
Episode: GoDaddy's Super Bowl Return: How Farrah Howard is Reimagining Small Business Success
Host/Author: Adweek
Release Date: February 6, 2025

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Introduction

In this episode of Marketing Vanguard, hosted by Walton Goggins, Adweek delves into GoDaddy's strategic return to the Super Bowl with Farrah Howard, the Chief Marketing Officer (CMO) of GoDaddy. Farrah shares insights into GoDaddy's evolution, the integration of artificial intelligence (AI) in their offerings, and the company's comprehensive approach to leveraging one of the most significant advertising platforms—the Super Bowl.

Farrah Howard's Background and GoDaddy's Evolution

Farrah Howard provides a brief overview of her impressive career trajectory, highlighting her experience with renowned brands such as Gatorade, Dell, Amazon, and her current role at GoDaddy. She emphasizes her nearly six-year tenure at GoDaddy, witnessing and contributing to the company's transformation from a domain-focused provider to a comprehensive digital partner for small businesses.

"We've been evolving to truly be a digital partner for small businesses for all of their needs, and we can do that even more so now with Aero, our AI-powered product and experience that really brings businesses to life."
— Farrah Howard [04:20]

GoDaddy's Return to the Super Bowl

GoDaddy is set to make its 13th Super Bowl advertising appearance after an eight-year hiatus. Farrah discusses the significance of this move, reflecting on how previous Super Bowl ads played a pivotal role in establishing GoDaddy's brand presence.

"The ads did a tremendous amount for our company. They put us on the map for sure."
— Farrah Howard [03:43]

The return is not merely a nod to past success but a strategic move to highlight the evolved offerings of GoDaddy, demonstrating that the company is much more than just a domains provider.

Focus on AI and the GoDaddy Aero Product

A central theme of the conversation is GoDaddy's AI-powered product, Aero. Farrah elaborates on how Aero is designed to empower small businesses by saving time, reducing costs, and attracting customers through advanced AI functionalities.

"If we could supercharge all of our products with AI to save customers time and help them get customers, wouldn't they be more prone to use GoDaddy and hire us ultimately for more of their jobs? And that supposition turned true."
— Farrah Howard [05:57]

Farrah highlights that nearly three million customers in the U.S. have utilized Aero, witnessing significant business growth as a result.

Decision-Making Strategy Behind the Super Bowl Campaign

When discussing the high cost of Super Bowl advertising, Farrah emphasizes the importance of viewing the Super Bowl presence as part of a long-term campaign rather than a standalone moment. This approach ensures sustained storytelling and engagement beyond the game itself.

"It's not just that moment. Right. If you work to understand the ROI just for that 30 seconds, it's really hard to pencil. If you think about it as part of a broader story, then it makes more sense."
— Farrah Howard [20:22]

This strategy involves pre-releasing ads, maintaining momentum post-game, and integrating the Super Bowl campaign into the broader marketing narrative of GoDaddy.

Partnership with Walton Goggins

A significant highlight of the episode is the partnership between GoDaddy and actor Walton Goggins. Farrah explains how Goggins, with his recent venture into "Walton Goggins Goggle Glasses," aligns perfectly with GoDaddy's brand ethos. The collaboration aims to showcase how Aero can assist small businesses, using Goggins' entrepreneurial journey as a testament.

"He is the embodiment of our brand in terms of who he is and how he communicates. We've been really thrilled with the partnership."
— Farrah Howard [11:24]

Goggins' involvement adds a relatable and entertaining dimension to the campaign, ensuring that the message resonates well with the Super Bowl audience.

Success Metrics and Post-Super Bowl Strategy

Farrah outlines GoDaddy's approach to measuring the success of their Super Bowl campaign. Emphasizing a data-driven strategy, the company will monitor traffic, conversions, social media mentions, and sentiment analysis on an hourly, daily, and weekly basis.

"We'll be measuring everything that you would expect, right. We'll be looking at traffic and conversion, we'll be looking at mentions and sentiment and the list goes on and on."
— Farrah Howard [23:33]

Rather than concentrating solely on the game day metrics, GoDaddy plans to sustain engagement through continuous storytelling and follow-up campaigns, ensuring the Super Bowl presence serves as a pivotal point in an ongoing narrative.

Future Plans Beyond the Super Bowl

Looking ahead, Farrah mentions that the Super Bowl campaign is part of a larger, year-long strategy to elevate GoDaddy's brand and expand its market presence. With Walton Goggins as a recurring figure in their marketing efforts, GoDaddy aims to maintain momentum and introduce additional peaks in their advertising campaigns throughout 2025.

"The super bowl is a crescendo point in the campaign that will continue. You'll see Walton Goggins in a lot of places, not just White Lotus, but with GoDaddy continuing to tell the story of how Arrow grew and is growing his business."
— Farrah Howard [25:30]

Conclusion

Farrah Howard's insights reveal a well-orchestrated strategy where GoDaddy leverages its Super Bowl return to highlight its evolution, embrace AI innovations, and foster deep-rooted partnerships. By integrating continuous storytelling and data-driven approaches, GoDaddy aims to not only captivate the Super Bowl audience but also sustain long-term growth and brand loyalty among small businesses.

"If you haven't seen our ad yet, go search for GoDaddy Super Bowl ad. Find it. Rate us on Ad Meter. We would love to hear your feedback."
— Farrah Howard [26:49]

Overall, this episode provides a comprehensive look into GoDaddy's marketing strategies, emphasizing the importance of adaptability, innovation, and sustained engagement in navigating the complexities of the modern advertising landscape.

Transcript

[Ryan]

Hey, Ryan. That was a fast trip. It was like you teleported.

[Farrah Howard]

Yeah, just got in.

[Ryan]

I'll get all my expenses logged, I promise. Oh, no, you're okay. SAP Concur uses advanced AI so your expense report will practically write itself. Quite the breakthrough. It's like we've been teleported into the future. All right, so just curious, would you give us written permission to convert your matter into energy patterns and reassemble you at, say, random travel destinations?

[Farrah Howard]

Margaret, are you building a teleporter?

[Ryan]

No. Yes.

[Farrah Howard]

SAP Concur helps your business move forward faster.

[Jenny Rooney]

Learn [e-mail]. this is a mini meditation guided by Bombas. Repeat after me. I'm comfy. I'm cozy. Cozy. I have zero blisters on my toes. Blisters. And that's because I wear Bombus the softest socks, underwear, and T shirts that give back. One purchased equals one donated. Now go to bombas.com acast and use code acast for 20% off your first purchase. That's B O M B-A-S.com acast and use code Acast at checkout.

[Farrah Howard]

As a brand that ultimately grew up and grew mindshare through the super bowl, returning to the big game with a very different story of our evolved company has gotten a lot of attention in advance of the game. Right. And that's media as well. Right? So people talking about GoDaddy, people talking about Goggins well in advance of the super bowl and post that. That's all benefit that we get from being at the Super Bowl.

[Walton Goggins]

Hi, everyone, and welcome to the Marketing Vanguard podcast. I'm Jenny Rooney here at Adweek and I'm thrilled to be joined by Farrah Howard. She's the CMO of GoDaddy. Farrah, welcome.

[Farrah Howard]

Thank you. Thanks for having me.

[Walton Goggins]

It's great to see you again. It's always wonderful to talk to you. You've actually been on the show in the past, which I'm so excited about. So you're returning guest, but actually you have some really fun new news to share, and I think you're going to be talking about all things super bowl today, so I am into it.

[Farrah Howard]

All right.

[Walton Goggins]

For folks who are listening, who don't know you, who I would find that very hard to believe. Just bring us up to speed on you know, who you are a little bit about your career journey. As I said, you were on the show. It was in June 23rd. You and I have been fortunate enough to know each other for a few years now. But just bring us up to speed on you?

[Farrah Howard]

Absolutely. Well, like Jenny said, I've had the chance to be on the show before, which is awesome. As a lifelong marketer, getting to talk to the world about marketing feels a bit like a dream. I've been a marketer since post grad school and so I'll do the way back time machine real fast and then jump to godaddy. Started my career in marketing after grad school at some fantastic brands. Had the chance to work at Gatorade, Dell in my current hometown of Austin, Texas. Bands, Amazon and then GoDaddy. And it's hard for me to believe I'm just about a month away from six years at GoDaddy. So it's been a really exciting journey watching the company transform and evolve before my eyes. And to your point, Jenny, we're now just days away, it feels from the actual super bowl, something we've been talking about at GoDaddy for months. Years. Yeah.

[Walton Goggins]

Now, correct me if I'm wrong, GoDaddy is no stranger to the Super Bowl. Correct.

[Farrah Howard]

We are not. This will be our 13th Super bowl advertising moment for us, but it's been eight years since we were in the super bowl, so we're a pretty different company now.

[Walton Goggins]

Yes, you are. And anybody who can remember it was very, probably very different ads in the.

[Farrah Howard]

Super Bowl, I would say so. And those ads did a tremendous amount for our company.

[Walton Goggins]

Put you on the map, right?

[Farrah Howard]

They put us on the map for sure. And you ask anyone who knows, you say, hey, do you know godaddy? And you're going to get a nod. You're going to get the company that used to advertise in the super bowl or maybe you'll get the domains company. And all of those are great answers. To have our brand on the map due to all of our prior super bowl advertising is one of the many reasons that we're returning this year. And another reason is we're much more than just a domains company. So we're excited to get that word out.

[Walton Goggins]

Well, so talk about that. How has the company transformed and what is GoDaddy today in 25, GoDaddy still.

[Farrah Howard]

Is the leader in domains, to be really clear. And the majority of small businesses, when they think about their branding, they think about their name, their domain and so much more. They think about their logo, their website, their commerce needs, their digital presence and GoDaddy can serve all those needs. And many customers and future customers don't know us as a company that can do all of those jobs for them. So our evolution truly in the Six years that I've been here and it started a bit before. We've been evolving to truly be a digital partner for small businesses for all of their needs, and we can do that even more so now with Aero, our AI powered product and experience that really brings businesses to life. I know we were just talking about AI, so I would imagine we'll probably go there too.

[Walton Goggins]

Yeah, well, so let's talk about that. I mean, what trends are you seeing in the industry, both from the you reference AI, frankly, I just got back from CES not long ago. Obviously that was the talk of the town and no surprise. And I think we've gone from people being tired of talking about it and feeling it like it's a kind of, oh, yes, it's a yawn. CES felt like everybody was finally like, oh, gosh, this is real. There's no turning back. So talk a little bit about the trends you're seeing both from that standpoint. Meaning what are the techs and the investment areas that the company is focused on to grow its business, but also just trends, frankly, in the small business market among the companies that frankly, you're seeking to attract to use your service.

[Farrah Howard]

Let's start with our customers. We hear, and what we've heard for years, eons from small businesses is they need help saving time and getting customers and doing so in economical ways. Right. We know they have to have their dollars stretch really far and AI can help them with all of that. We launched GoDaddy Aero well over a year ago. And the premise behind GoDaddy Arrow was if we could supercharge all of our products with AI to save customers time and help them get customers, wouldn't they be more prone to use GoDaddy and hire us ultimately for more of their jobs? And, you know, that supposition turned true. You know, nearly 3 million customers in the US alone have used GoDaddy arrow and it truly has jump started their business. And so those trends continue. But if we shift gears for just a moment on like, what's a small business mindset? It's easy to assume, and I'd say wrongly assume, that small businesses are reticent of using AI. Right? Like, oh my gosh, AI is going to take my job. I don't understand technology. I can't use AI. It's actually the opposite. AI is creating jobs because it's enabling small businesses to get online faster. And we've seen that through the data over the past several years as AI has been on the rise and Arrow has been in the market. So for us, we're really invigorated with what we're seeing from customer results, not just from our products, but from AI in general. And so it's really been a huge priority for us to make certain that the world knows that AI is here to help small business. And Arrow is really the experience that can do that.

[Walton Goggins]

That's awesome. And then from your marketing organization standpoint, what are you paying attention to? What kind of integrations are you doing as a CMO there in terms of making sure that what you're doing on the inside reflects what you're trying to do on the HUD side?

[Farrah Howard]

Yeah, that's a whole other topic that is really top of mind for me. We often say within our company that what's most important is that we actually are using AI tools and that we're becoming proficient so that we can guide our customers. We, of course, are using AI for a sizable amount of our problem solving. Whether it's helping our documents be produced better, faster, more clearly, or even using AI to create our marketing materials. And whether that's our search engine text or our copy that you see in our display ads, or helping us storyboard content, AI is doing a tremendous amount for us. I'll give you one quick anecdote that's fascinating to me as a marketer, and I know you'll appreciate this. Really, testing is critical to how we ensure that we have great results. And doing eye tracking studies, maybe this makes me seem like a dinosaur, but I remember being in labs and watching people with retinal studies, and now there are AI tools that can simulate what eye tracking does, which, if anyone on this podcast doesn't know what eye tracking means. It means you go into a lab and you watch what customers are looking at on screens. And now with AI, you can get that data in real time based on AI based simulations. And that's making our advertising better because we're actually putting better, more relevant things in front of customers in the right places so that they see it.

[Walton Goggins]

Love that. So you mentioned a minute ago that you all are back in the super bowl for the first time in eight years, which is just baffling to me. So really, you launched your first ads in what year?

[Farrah Howard]

2003.

[Walton Goggins]

I was gonna say 2003. I don't know why my mind went to that, which is crazy, because I feel like I was covering it back then. And that was the rise of the dot coms, right? That was the big era of pets.com and everybody else online and advertising in the super Bowl. So you were there, the brand was there, then went through some various iterations, and then Fast forward to 2025. You're coming back. So you're going to share with us now what we can expect to see.

[Farrah Howard]

Absolutely. I mean, no surprise, based on what I said before, that the star of our story is Arrow. It's imperative to us, on behalf of our customers, that we get the word out that we can make their job so much easier. So Arrow is the center of the story, but we also know that at the super bowl, the audience expects to be entertained. Right. And so that story had best be told in a way that was incredibly engaging. Either make you laugh till you fall out of your chair or make you cry. Let me be clear. We're not going to make you cry. Right. We're going to make you laugh. Because we know that small businesses just have a ton on their back. Like I said, they need help saving time, saving money, getting customers. They don't need to be reminded that being a small business can be hard. They know that they're doing it. And so our job is to bring levity to the equation. And Arrow does that with the help of a celebrity who's going to help us get the word out.

[Walton Goggins]

And that person is.

[Farrah Howard]

I'd say drum roll, please, but I know that many people who are listening to this podcast have already heard that Walton Goggins, he's a celebrity in Arrows, the star. And we absolutely agree he's been a phenomenal partner to us. And I can talk to you about our journey, of how we've worked together, but you're going to see a lot of Walton Goggins and Godaddy alliteration not intended but appreciated in 2025.

[Walton Goggins]

Okay, we'll talk about it. How did you decide on that? What's the strategy behind the strategy?

[Farrah Howard]

Yeah, so Walton Goggins recently launched in November of this past year, a business called Walton Goggins Goggle Glasses. And to be clear, they're not glasses, they're not goggles. They're goggle glasses. And if you're scratching your head saying, like, is this real? It's totally real. He's always been a big fan of sunglasses, as he says himself. Like, he only owns two watches, but he owns, like, countless pairs sunglasses. And he's an athlete. And he was like, maybe there's a place where, like, my love of sports and accessories and me as a celebrity, I can bring this product into the world. And so he launched with Revo, these amazing goggle glasses. In fact, I Have several pairs myself. I should have a pair on my desk, so I should pop them on. And he needed a partner to launch that business with because just like every small business owner like he, he didn't have the time, the technical experience. He may have had the resources, but not necessarily the tools. And so that's where Godaddy Arrow came in. So we partnered with him, we launched his business and we stayed behind the scenes as he launched his business because we wanted to see what small businesses go through. So GoDaddy actually we haven't been co promoting his business with him. He's been doing that on his own. And it's been awesome to see the impact that Arrow has had on his business and that his business has had on his fans and how more fans are coming in as a result. So it's been a fantastic opportunity to see in real time what Arrow can do and what Walton Goggins can do. I could go on forever. But he is the embodiment of our brand in terms of who he is and how he communicates. So we've been really thrilled with the partnership.

[Walton Goggins]

I love that. So look again, you're a company and a brand that's no stranger to the super bowl. But obviously right now Super Bowl's on everybody's minds, especially in the marketer community is still the single biggest advertising stage in the world. I mean, there is no event with any greater reach still. And it's just. It's a convening moment where there are no real collective convening moments anymore, really in media. I mean, it's. There's so few and far between and so you have to be really like, there's so much to bring together in a 30 second spot. We'll assume you bought 30 seconds.

[Farrah Howard]

We did.

[Walton Goggins]

How do you think about wedding? The message that you have to get out in the world for Godaddy. The message that he needs to get out in the world for his business because obviously you want part of this is helping him succeed and also deliver on that entertainment value that you referenced before. Especially people are in a loud crowded room eating chips and drinking beer and having a grand old time. Mmm.

[Margaret]

I love ravioli.

[Ryan]

Otanta fame.

[Margaret]

Since when do you speak Italian?

[Ryan]

Since we partnered with SAP. Concur. Their integrated travel and expense platform and breakthrough solutions with AI gave me time back to dive into our financial future. We expand into Europe in 2027. So I'm getting ready.

[Margaret]

Well, you can predict the future.

[Ryan]

I can predict you'll like that mess.

[Walton Goggins]

Message.

[Margaret]

What message? Oh, hey, we all got bonuses you.

[Ryan]

Can save for college Now I don't have kids. You don't say SAP.

[Farrah Howard]

Concur. Helps your business move forward faster.

[Jenny Rooney]

Learn [e-mail] this is a mini meditation guided by Bombus. Repeat after me. I'm comfy.

[Farrah Howard]

Comfy.

[Jenny Rooney]

I'm cozy. Cozy. I have zero blisters on my toes. Blisters. And that's because I wear bombus the softest Socks, underwear and T shirts. The that give back. One purchased equals one donated. Now go to bombus.comacast and use code acast for 20% off your first purchase. That's b-bas.com acast and use code acast at checkout.

[Walton Goggins]

You want to make sure that they see what you're doing. And obviously, of course, there's the run up. Are you going to pre release or you gonna.

[Farrah Howard]

We are.

[Walton Goggins]

Okay. And then there's the after the game. Right. And the continued plays of the ads. Walk us through the process that you had as CMO you had to make in order to land where you did.

[Farrah Howard]

Yeah. I love this question. Thank you. I'll give the world's shortest answer and then I'll unpack it. We are not thinking about this as a 30 second spot. We're thinking about this as an extended campaign and a story that's been unfolding even though customers didn't know it was unfolding for several months already. And then we'll continue to unfold into 2025 with a full campaign. So really, super bowl is a critical and key moment in 2025. Maybe a crescendo, but one with a long tail that will continue. So for us and for me as a marketer and partnering with my team that worked so hard on this and is doing so as we speak, working with Walton to get his business launched was an amazing experience because we all became far more fluent in the product and the customer experience. Right. Which I think that empathy as a marketer is imperative. But your question is how do we get the word out? Right. So Walton's getting the word out on his business and we are learning in real time the impact that he's having as he's getting news picked up. He's so fortunate as a celebrity. Not all small businesses are on the Strategist or Hollywood Reporter or, you know, Variety or other places. But that content really started the ball rolling and is a real time example of what Arrow can do for small business. Right. And this month now, as Walton, Goggins and Godaddy have come together to tell the story more broadly. There's proof, right? There's proof like, hey, he did it and so can you. And hearing him tell that story is the most gratifying, far more so than me or someone else talking about Godaddy. So to have such a fantastic advocate talking in real time about the impact that Arrows had on their small business and small business owners and aspiring entrepreneurs, seeing that is so powerful. Right? It's then super bowl, right? Super bowl kicks in with an incredibly. I'm thrilled with the ad. And to your point, it's out in the world right now. We did pre release, so those who are big advertising fans can see the 32nd and the 62nd spot in advance of the super bowl and really come to love the story the way that we do. Right. And the story that we're telling is actors are phenomenal at convincing you that they know how to do everything, even when they don't. Right. And that's exactly what Aero can do for you. Right. Arrow can make you look like what you're doing as a small business owner, even if you don't. That's where AI kicks in.

[Walton Goggins]

Great metaphor there in the narrative and.

[Farrah Howard]

Such an engaging way to tell a story. And if any of our listeners today don't know Walton Goggins, just as a quick refresher, because he's one of those faces that everyone knows, and his name is becoming more and more well known. He's in Fallout. He's in Righteous Gemstone. He's in the upcoming White Lotus. And in addition to just all the places and spaces you'll see him, he's just a fantastic human and a phenomenal actor. Like, getting to watch him behind the scenes was like a masterclass in acting. We were like. And historically, we've always featured customers in our ads, and he's a customer, too, but a customer who's not a celebrity has been our historic during my tenure here. And that's because we want to tell stories that are real. Well, Walton's story is real.

[Walton Goggins]

It's real. And you get that extra equity, if you will, from his brand and his awareness and his celebrity.

[Farrah Howard]

Yeah. And his voice, Jenny. He can't not make me laugh. Like, he'll say something serious, and he kills me. And so that ability to bring humor to serious situations is exactly what small businesses need. So we couldn't be more thrilled with the collaboration and the continued story that he'll help us tell in 2025. So it's like I said, in short, it's not a moment. It's really A full campaign and an opportunity for us to show what Arrow can do to the world.

[Walton Goggins]

Well, and it's on brand with the GoDaddy ethos and personality. Right. I mean it's just like it's serious business but you've always had, even as it's evolved through the years, it's got a personality, it's got an edge, there's an air to it all of its own as a brand. And so bringing that in through also seems like it's a great alignment all the way around. The other thing I'll say is it's super expensive. You have so many opportunities to spend money in 2025. You have a set budget. Not every marketer chooses to spend that much money. I don't even know what the going rate. I should know. But what's 30 seconds is Fox would.

[Farrah Howard]

Tell you that it's 7 million for a 30 second. That's the word on the street.

[Walton Goggins]

That's the word on the street and that's the in the headlines. So. And every year it feels like it jumps a couple million. So how do you make that call? That's a big call. How do you sell it to your CEO? How do you sell it to your board? How do you sell it to your other stakeholders in the C suite?

[Farrah Howard]

It's a lot. Yeah. I mean, I think it also goes back to what I said. It's not just that moment. Right. As a brand that ultimately grew up and grew mindshare through the super bowl, returning to the big game with a very different story of our evolved company has gotten a lot of attention in advance of the game. Right. And that's media as well. Right. So people talking about Godaddy, people talking about Goggins well in advance of the super bowl and post. That's all benefit that we get from being at the Super Bowl. And so I think it's important as a marketer and for fellow marketers to not just think of it as a moment because if you work to understand the ROI just for that 30 seconds, it's really hard to pencil. If you think about it as part of a broader story, then it makes more sense. And one of the things that I've always been confused by and have said out loud that brands who show up at the super bowl loud and proud and then don't continue the story post, either they switch to a new campaign or they've used all their money for that moment and can't continue to tell the story. That doesn't land for me. And so the other factor that we had to plan for is can we do the super bowl and continue to do everything else that we've done so well from a marketing, communication and efficiency standpoint point. And the answer is yes. And so once we knew that we could tell the story broadly for a longer period of time, get all the earned benefit and the storytelling in and around the super bowl and add it into the way that we've historically talked to our customers. So that it's not a I talked to you at the super bowl and then I went away for a quarter or two. That gave us all confidence, both our cfo, our CEO, myself and the team that worked on this, that this was the right thing to do.

[Walton Goggins]

Two questions. One, what agencies do you work with or was this all in house?

[Farrah Howard]

We have an in house team and they did a sizable portion of work on this super bowl campaign. We did engage external agencies as we often do on big projects to help us quality meets, partnered with us. You know them well at ad age, they were a small agency of the year.

[Walton Goggins]

We had them on our cover. Adweek did.

[Farrah Howard]

Yes, you did. And they designed that cover well. And then we worked with the end ponds jewel for production. But our in house team, and when I say our in house team, our in house creative team, our in house media team, our in house strategy team, our.com team, our UX team, like the list goes on and on, carried a sizable amount of the work and are as we speak. So I am thrilled with the work that our team and our partners have done to get us here.

[Walton Goggins]

That's awesome. What will success look like for you night in Super Bowl? Where are you going to be? Where are you going to be watching the game and what metrics, what data, what social media platforms, what are you going to be paying particular close attention to? And will you sleep that night?

[Farrah Howard]

Let me start the questions from the bottom up. I will not sleep that night. We are a highly analytical company, as we've talked about in the past. So we'll be measuring everything that you would expect, right? We'll be looking at traffic and conversion, we'll be looking at mentions and sentiment and the list goes on and on. We've got hourly, daily, weekly tracking and I think it's important to note weekly tracking, right? Because everything for the super bowl doesn't happen that day. And that's important for us to remember too, particularly because it's a story that we'll keep telling. But that day is super important. I will not be at the Super Bowl. I will not be having beer and chips. I'll be in our Kirkland, Washington office with a team of folks making sure that GoDaddy.com is ready for all the new and returning customers that are going to come check us out. And I'll be there for a few days post for sure, because the work continues after the Super Bowl.

[Walton Goggins]

That's so great. So it'll be all hands on deck and you'll be there. And in real time, you all will be handling the influx that comes on that night because to your point, yes, it's the lead up to the game, but I do think that the game itself remains a major inflection point in all those metrics as well. So.

[Farrah Howard]

Okay.

[Walton Goggins]

Well, hopefully you can have some beer and chips in the Kirkland maybe later that week. Yeah, there you go. Later that week. Well, listen, this is so fascinating, Farrah. Anything else that you want to talk about? Obviously, you have to take a deep breath and this is a big moment. And you said there's been so much work that's been happening leading up to this moment, but then there's a whole rest of the year ahead. And to your point, do you see this as midstream? Do you see this as the kickoff? Because it's certainly not the end game. I mean, this is either the start or midstream for you in this sort of cycle, if you will, for your creative advertising and this campaign. Where else will we see you do big swings in 25, or will it be a steady drum beat? What can we expect to see and where are you going to be spending your time?

[Farrah Howard]

The super bowl is not the kickoff. I would say the kickoff happened in November when Walton Goggins launched his business in partnership with us and Arrow. This is going to be a crescendo point in the campaign that will continue. And so we're ready for 25. You'll see Walton Goggins in a lot of places, not just White Lotus, but with Godaddy continuing to tell the story of how Arrow grew and is growing his business. And so it'll be a steady drumbeat. I think that's really important for customers to get exposed to brands. But I expect a few more peaks after the super bowl considering what we're bringing to market with Arrow, who we're bringing it to market with Walton Goggins helping us as our celebrity and megaphone and with the success we've had with customers.

[Walton Goggins]

So any teases? Can you tease any of those peaks?

[Farrah Howard]

Ah, I can't tease the peaks, but I can say that we've captured content to tell a story that continues to unfold. So the peak isn't me running that same 30 second spot with just more money behind it. Ongoing. I think that our audience and entrepreneurs deserve ongoing entertainment and education and so you can expect more creative hits to keep coming.

[Walton Goggins]

Love it. Well Farrah, thank you. Anything else you want to add before we wrap?

[Farrah Howard]

I appreciate the opportunity to get to talk to you so close to the Super Bowl. So I think the only other thing I'd say is if you haven't seen our ad yet, go search for GoDaddy Super bowl ad. Find it. Rate us on Ad Meter. We would love to hear your feedback. We're most excited about getting the word out, but I'm biased. I've been deep in the work and I think that we've made world class work and I'm really excited to hear how people are responding to the way we're talking about Arrow and I couldn't be more excited about the week and weeks ahead.

[Walton Goggins]

Exciting. Thank you. I can't wait to see all of the above. Let's continue the conversation. We'd love to meet up with you on the other side of the super bowl and we'll try a way to continue the conversation and see how things went on the big night and obviously in the run up. And we'll stay tuned for more from you as we go into this year. So thanks Farah, as always.

[Farrah Howard]

Yeah, thank you.

[Walton Goggins]

Thank you for listening to Marketing Vanguard, part of the Adweek Podcast Network and Acast Creator Network. You can listen and subscribe to all of Adweek's podcasts by visiting Adweek.com podcasts. Stay updated on all things Adweek Podcast Network by following us on Twitter @AdWeekpodcast.

[Margaret]

And if you have a question or.

[Farrah Howard]

Suggestion for the show, send us an.

[Walton Goggins]

[e-mail] thanks for listening.

[Margaret]

Foreign I love ravioli. Since when do you speak Italian?

[Ryan]

Since we partnered with SAP Concur. Their integrated travel and expense platform and breakthrough solutions with AI gave me time back to dive into our financial future. We expand into Europe in 2027 so I'm getting ready.

[Margaret]

Well, you can predict the future.

[Ryan]

I can predict you'll like that message.

[Margaret]

What message? Oh hey, we all got bonuses.

[Ryan]

You can save for college now.

[Margaret]

I don't have kids.

[Farrah Howard]

You don't say SAP Concur helps your business move forward faster.

[Margaret]

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