CHALLENGE: launching new solar loan product
Mosaic is a leading solar lender targeting residential installers. At the height of the COVID pandemic, the company was facing a competitive financing market. To regain market share, it launched a B2B product that required no loan payments for the first year. Mosaic came to us for help generating new leads among solar installers and reconnecting with dormant accounts. In addition, it needed a comprehensive range of internal and external materials and media relations.
Client
SERVICES
Content Creation
Design and Production
Online Readership
Coverage views
Trade Press Coverage Views
STRATEGY: Compelling Campaigns
We recommended and executed a three-pronged approach leveraging our expertise in brand messaging, digital and content marketing, and public relations.
Beginning with a product naming project, we developed fundamental product messaging and implemented it in internal and external marketing tools, from sales training decks to executive speaking points, product data sheets, and explainer videos.
We launched a robust digital marketing and PR campaign that included drip campaigns, social media posts and paid digital ads, as well as traditional media relations with trade press.
To execute the campaign we created original content for all aspects of the launch, including video, GIFs, landing pages, and email campaigns. We also developed co-brandable materials for Mosaic’s installer partners.
RESULTS: Efforts that Paid Off
Mosaic’s first-ever paid media campaign including promoted posts, retargeting, and paid content on Solar Power World and Solar Builder resulted in an overall gain of 440,150 impressions, 5,976 clicks and 3,981 landing page views.
The organic media relations campaign we executed resulted in 15 interviews with trade press and solar market analysts with ~30 pieces of coverage from solar and financial trade press including Greentech Media, pv magazine, Mergermarket, Power Finance, and Risk, Solar Power World, and Solar Builder, totaling ~240K coverage views.