Array's main competitor introduced a groundbreaking terrain-following solar tracker, expanding project possibilities on diverse landscapes globally. Array swiftly responded with an even more impressive product, marking their first launch in over seven years. While their target audience of global developers and EPCs is relatively niche, Array lacked a marketing analytics model for data-driven optimization decisions, a crucial element for a successful product launch.
We strategically targeted our audience where they spend their time. Through a precise paid media plan, we introduced Array's latest innovation, OmniTrack. This approach involved utilizing LinkedIn, paid search, and direct placements with industry publishers, bypassing programmatic methods due to our specific audience size.
Gatesman elevated Array's analytics proficiency by creating a roadmap, initiating a performance database, and enabling accessible dashboards for the marketing team. We also improved tracking across platforms for a comprehensive view of the user journey.
The teams used the data platform for ongoing guidance, enabling them to refine their approach and achieve results.
Throughout the campaign's duration, we witnessed a remarkable 74% surge in website sessions, with a notable 24% directed towards the new product page. Notably, we generated over 1,000 "Contact a Rep" leads, resulting in an estimated 82% return on investment. The campaign's global reach was evident, with 45% of our audience hailing from outside the US, underscoring its international impact.