GoDaddy claims that their Website Builder is so easy to use that you can turn any business idea into a website in under an hour.

And we noticed people randomly post oddball business ideas online with ironic hashtags like, #MillionDollarIdea #TheyShouldInvent #NewBusinessIdea #MyGeniusIdea.

Clearly, they’re kidding around. But we took them seriously. For over a month we scrubbed the internet daily using data and social listening to instantly flag keywords and hashtags.

So, when these unexpecting entrepreneurs tweeted a quirky, funny or brilliant idea, we replied with a custom, fully functional website that we’d built for them, in under an hour.

In three weeks, 20 random posts were turned into 20 websites for unsuspecting entrepreneurs.

With permission, we used their ideas for our promoted posts, reinforcing GoDaddy’s ‘sites in under an hour’ message. Turning our everyday entrepreneurs into the heroes of our campaign.

• Implementation

o We found a trend of people posting their oddball business ideas online. So, to help us find these ideas, we set up a social listening monitor in Synthesio (social listening tool) that searched for pertinent keywords and hashtags. Whenever a tweet triggered our monitor, we were alerted, allowing us to react to the idea in real time. From there we designed a fully functional website and sent it back to them in under an hour.

• Timeline

o Campaign executed throughout March. Each website was published and sent back to the user within 60 minutes.

• Placement

o Using Twitter as a home base, we responded to ideas shared within 60 minutes. Additionally, we took their ideas and turned them into 15s videos for Facebook and Instagram.

Scale

• BUDGET: $31K, over 1 month. 12 promoted posts. 20 organic tweets

• Promoted posts were geo-fenced to Canada.

o Campaign reach: 3.7 million paid reach.

o 1.5 million in earned social

• Campaign drove over 300,000 engagements