GoDaddy have a mission: to become the authority on Small businesses.

We made some radio ads that championed their partners - real small businesses that use GoDaddy products and services.

And we did it in a way that felt native to the channel, with a song dedication.

Only…we didn’t have a budget for music.

So we found a way: by creating a DJ persona and playing our message at the end of regular ad breaks.

This turned the first track after each ad break into part of our advertising, by dedicating it to GoDaddy's partners.

They loved it. For some, it was the first advertising they’d ever had. On National radio.

And for GoDaddy, it proved their commitment to supporting small business.

Go Small businesses. GoDaddy.