How Aaron Paul’s Emmy Speech Crashed His Wife’s Website

August 26th, 2014 was an important day for SimilarWeb as it was the day we launched our new daily data feature. This has brought huge benefits to users as it allows them to analyze the immediate effect of any event on website traffic. These events can have huge impacts as was noted when Aaron Paul, star of Breaking Bad, mentioned his wife’s website during his acceptance speech at the Emmys. The site,, struggled to cope with the increase in traffic and ended up crashing completely. In this post I will use the new daily data feature from SimilarWeb PRO to show just exactly how this crash happened.


Kind Campaign

Between August 2013 and July 2014, Kind Campaign was not very popular, receiving only about 500 visitors today.


Visits to Kind Campaign between August ’13 – July ’14 by SimilarWeb PRO


Using our new daily data feature, we can discover a huge explosion in website traffic to Kind Campaign on August 26th 2014! Barely registering on the graph all month, a sudden spike is observed on the day of the Emmys as traffic spiked to 221,103, an amazing figure for a website previously bringing in just 500 visits per day!


Daily Data for Kind Campaign between 4th August ’14 – 31st August ’14 by SimilarWeb PRO


The Effect Of Events

Kind Campaign is the perfect example of what can happen when a well-timed promotion hits the target. Traffic shot up to previously unthinkable levels and created huge buzz around the website. This is the type of promotion that money can’t buy. Predictably, traffic to the website dropped in the aftermath of the Emmys, but still remained relatively high in the days after.

About the Author -

Pavel Tuchinsky is a marketing analyst and blog editor at SimilarWeb. He came from the world of International Economics, passionate fan of e-commerce and technology.

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