Case Study: BMI Redland simplifies in-roof solar launches with Lesniak Swann

BMI Redland boosts page engagement time by 15% with Lesniak Swann

Lesniak Swann was hired by BMI Redland, a construction sector client, to help launch its PV InDaX Adapt in-roof solar system. The challenge was to introduce this solar product to a roofing audience that was unfamiliar and uncomfortable with solar technology, seeing it as complex and concerning. Additionally, BMI's own sales team were experts in roofing but newer to selling solar, requiring internal alignment.

The vendor, Lesniak Swann, developed a campaign around the central idea "Make Light Work." This involved ads, animations, and trade media that drove users to a PV Configurator tool, making the system's benefits clear. Internally, they equipped the sales team with playbooks and webinars. The results were significant, including a 23% average PPC clickthrough rate, a 15% increase in page engagement time, and a reach of 668,560 from ad placements.

BMI Redland