In this episode of Marketing Vanguard, host Jenny Rooney speaks with Fara Howard, CMO of GoDaddy, about the company’s return to the Super Bowl after an eight-year hiatus.
Fara shares insights into GoDaddy’s transformation from a domain provider to a comprehensive digital partner for small businesses. She also discusses its AI-powered product Arrow and the innovative partnership with actor Walton Goggins and his real small business venture, Walton Goggins Goggle Glasses, demonstrating how GoDaddy is helping small businesses thrive in the digital age.
“What 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,” she says. “We know they have to have their dollars stretched really far, and AI can help them with all of that.”
Key takeaways:
[02:02] The $7 Million Super Bowl Comeback Story — After an eight-year hiatus, GoDaddy makes its triumphant return to advertising’s biggest stage. Fara reveals this will be their 13th Super Bowl appearance, but with a transformed identity: “We’re a pretty different company now.” This time, they’re not just selling domains—they’re showcasing a complete digital transformation.
[04:01] Arrow: The AI Revolution Empowering Millions — GoDaddy’s game-changing AI product is already making waves: “Nearly 3,000,000 customers in the US alone have used GoDaddy Arrow, and it truly has jumpstarted their business.” Fara discusses how AI is creating, not replacing, jobs by making digital entrepreneurship more accessible than ever.
[06:59] Inside the AI-Powered Marketing Machine — From traditional eye-tracking labs to cutting-edge AI tools, Fara reveals how technology is revolutionizing their marketing approach: “Now there are AI tools that can simulate what eye tracking does… making our advertising better.” This behind-the-scenes look shows how GoDaddy practices what it preaches.
[14:25] Beyond the Big Game: A Year-Long Story — Breaking the traditional Super Bowl playbook, Fara explains their bold strategy: “We are not thinking about this as a 32-second spot. We’re thinking about this as an extended campaign… a story that’s been unfolding even though customers didn’t know.” This reveals how GoDaddy is maximizing their $7 million investment.
[24:29] Super Bowl Sunday: Inside Mission Control — While millions watch the game with chips and beer, Fara will be leading from the front lines: “I will be in our Kirkland, Washington office with the team of folks, making sure that GoDaddy.com is ready for all the new and returning customers.” This hands-on approach shows how GoDaddy turns big moments into business results.
