+44 0330 223 3428
Call Us
+44 0330 223 3428

WPTavern: WordPress.com Launches New “Do Anything” Marketing Campaign

WPTavern: WordPress.com Launches New “Do Anything” Marketing Campaign
Hilde Lysiak reports on local news in her community on her WordPress.com-powered Orange Street News website

WordPress.com is kicking off 2019 with a new national marketing campaign that features 14 entrepreneurs, writers, and non-profit organizations who are using the platform to make a big difference for their communities. The campaign is focused around the question: “What Would You Do If You Could Do Anything?”

WordPress.com published its inaugural ‘Anything Is Possible’ List, which includes 10 mini-documentaries ranging from 1 minute to 1:44. A few of the stories highlighted include Congolese-American sisters operating a successful hair salon in NYC, a 12-year-old journalist running her own online publication, a blogger who went viral and published her own book, and a non-profit fighting misinformation and extremist narratives. Each is presented more in depth on a new Do Anything campaign site that was launched today.

Do Anything is WordPress.com’s first large-scale national brand campaign. It will debut TV, print, and digital advertising spots in The New Yorker and on TV networks, including The History Channel, CNN, and National Geographic. WordPress.com will also be running ads on podcasts, including The Daily and NPR. The new 30-second TV ad was created by Interesting Development, an agency based in New York.

Much like gym memberships, WordPress.com tends to see more action at the beginning of a new year with 20% more sites are created in January than the average, according to Mark Armstrong at Automattic. The timing for the campaign is aimed at tapping into the motivation that millions of users have for starting a new business or blog at this time of year.

In 2016, Automattic started hiring for more marketing positions as an answer to Wix, Weebly, Squarespace, Web.com, EIG, and Godaddy, competitors that Matt Mullenweg identified as having spent over $350M in advertising that year. In 2017, the company created five commercials, its first ever TV spots, as part of a series called “Free to be.” Many found the commercials to be confusing and the messaging wasn’t clear.

By contrast, the 2019 “Do Anything” campaign is much better at demonstrating what people can do with WordPress. “As we share new work with the world we realize that some things will hit and some things will miss,” Automattic’s SVP of Brand, Michelle Broderick said. The company has continued to evolve its marketing based on feedback. This particular campaign was directly inspired by the people who are making things happen with WordPress.

“We were inspired by the people who use WordPress to imagine a better world,” Broderick said. “We saw everyone from bloggers to business owners to scientists to politicians using WordPress to share their story.”

The new TV spot is an improvement over previous campaigns in terms of communicating a clear message, but it doesn’t carry the same authenticity as the mini-documentaries. Each one is relatable and inspiring in telling the stories of people who have already answered the question “What would you do if you could do anything?” Many of those who were featured have carried on with their dreams through perseverance, despite tragedy and struggle along the way. The documentaries are more poignant than the TV spot, which has the added constraint of having to capture the viewer’s attention with a shorter amount of time.

The “Do Anything” campaign as a whole is a good representation of the power of WordPress and should also help boost name recognition for the software in general. Broderick said Automattic is expecting tens of millions of impressions across TV, print, digital, and podcasts. The campaign is aimed at the American market but Armstrong said they hope to branch out into international markets in the future.


Hilde Lysiak reports on local news in her community on her WordPress.com-powered Orange Street News website WordPress.com is kicking off 2019 with a new national marketing campaign that features 14 entrepreneurs, writers, and non-profit organizations who are using the platform to make a big difference for their communities. The campaign is focused around the question: “What Would You Do If You Could Do Anything?” WordPress.com published its inaugural ‘Anything Is Possible’ List, which includes 10 mini-documentaries ranging from 1 minute to 1:44. A few of the stories highlighted include Congolese-American sisters operating a successful hair salon in NYC, a 12-year-old…

Source: WordPress

Related Post
WPTavern: WPWeekly Episode 349 – Sandy Edwards and the Kids Event Working Group Initiative

WPTavern: WPWeekly Episode 349 – Sandy Edwards and the Kids Event Working Group Initiative In this episode, John James Jacoby and I are joined by Sandy Edwards. Sandy gave us a behind the scenes look at what it takes to organize a WordPress event for children and teens. She also provides background information on a […]

Read more
WPTavern: WordPress Ends Support for PHP 5.2 – 5.5, Bumps Minimum Required PHP Version to 5.6

WPTavern: WordPress Ends Support for PHP 5.2 – 5.5, Bumps Minimum Required PHP Version to 5.6 WordPress has officially ended support for PHP 5.2 – 5.5 and bumped its minimum required PHP version to 5.6. The plan announced last December was to bump the minimum required version in early 2019 and, depending on the results, […]

Read more
WPTavern: Gutenberg 5.3 Introduces Block Management, Adds Nesting to the Cover Block

WPTavern: Gutenberg 5.3 Introduces Block Management, Adds Nesting to the Cover Block Gutenberg 5.3 was released today with basic block management, a feature that will be included in WordPress 5.2. It is a new modal that can be launched from the vertical ellipses menu, inspired by Rich Tabor’s CoBlocks implementation. Users can turn individual blocks […]

Read more