Case Study: Nominet boosts UK domain awareness with Torpedo Group

Nominet boosts UK domain awareness by 93% with Torpedo Group

Nominet, the registry for .uk domain names, faced the challenge of strengthening the position of its national domain in a market dominated by .com. Growth had slowed, and many SMEs were not fully aware of the benefits a .uk domain could bring. Their goal was to shift perception and encourage businesses to see .uk as a credible and valuable choice, requiring a campaign with both short-term impact and long-term insights. They partnered with the vendor Torpedo Group to address this.

Torpedo Group implemented a data-led campaign strategy focused on making the value of a .uk domain tangible to SMEs. Their solution used messaging that highlighted trust and credibility, paired with a confident, British creative tone. The media strategy prioritized testing to refine the approach. This campaign drove a 93% increase in awareness of The UK Domain website and significantly improved metrics for credibility and trust, providing the evidence needed for a sustained long-term strategy.

Nominet