CHALLENGE: Bolster a Successful IPO
As the global provider of single-axis utility solar tracker hardware and software solutions, Nextracker made a move to make its IPO debut on the Nasdaq exchange. Along with several other vendors in Nextracker’s support ecosystem, we were tapped for strategy, cross-team project execution, key message and content creation, and all creative design for digital assets used on listing day.
Client
SERVICES
Content Creation
Design and Production
Social media impressions
Clicks
IPO funds raised
STRATEGY: Solar Appeal for All
Leveraging the main campaign theme “Energy, Delivered,” we scripted the core IPO video for Times Square to uplevel solar energy for the common passerby and appeal to a new investor audience. We also created the primary graphic design using orange gradient variations to resemble energy moving forward across a solar tracker farm. This design informed all the remaining creative artwork.
From here, Nextracker’s integrated digital marketing campaign showcased different versions of this artwork on the opening of market bell ring day including Times Square screens, Nasdaq studio and signage, corporate and employee social media posts, printed Times Square activation card, social media banner, website artwork, and more.
RESULTS: Energy Shares Delivered
IPOScoop.com reported that Nextracker went public with a price per share set at $24, $1 above its expected $20-23 range on 26.6 million shares – up from 23.26 million shares in the prospectus. The IPO raised $638.4 million, 7.7% more than its estimated IPO proceeds of $500 million, which assumed pricing at the $21.50 mid-point of its range. We like to think we had something to do with that.
By tapping into our full service marketing and communications service offering including strategy, content, video storyboard, creative design, digital content, social strategy, Nextracker generated leads through 300K social media impressions and 830+ clicks. The campaign also helped build brand awareness, established broad industry engagement, as well as employee engagement.