Product Rebrand & GTM Campaign

📍 Context

At Mintegral, a global mobile ad tech company, our product suite had outgrown its legacy naming structure. As we expanded into a more modular offering, our branding no longer reflected the full scope of our capabilities, leading to confusion among clients.

I noticed this firsthand at conferences and events, where clients often struggled to understand our products despite detailed explanations. I also observed similar feedback during BD calls, highlighting the need for clearer messaging.

We needed a more intuitive product lineup that simplified the customer journey and aligned with our future vision.

⚠️ The Challenge

The original product names caused confusion among clients. Our goals were to:

  • Rebrand our product lineup for clarity and cohesion

  • Communicate the new structure both internally and externally

  • Launch a coordinated go-to-market (GTM) campaign to drive awareness and adoption

👨‍💻 My Role

As Marketing Manager on a small but nimble team covering the English-speaking market, I led the GTM campaign strategy and execution. I worked cross-functionally with Product, Sales, and Design, focusing on:

  • Developing positioning and messaging

  • Leading multichannel campaign execution

  • Supporting sales enablement efforts

🧠 Strategy

✅ Positioning & Messaging

We redefined the messaging for each product to emphasize its core value proposition — helping clients better understand how each solution supports outcomes like user acquisition performance, monetization control, and user re-engagement.

To ensure our messaging was competitive and differentiated, I conducted competitor research to analyze how similar companies positioned their offerings, where they released news, and the language they used. This helped us identify gaps and opportunities for clearer, more impactful communication.

✅ Audience Segmentation

Messaging was tailored to key personas, including:

  • Growth & UA Managers: Focused on acquiring high-value users efficiently (AppGrowth) and re-engaging them to maximize LTV (Retargeting)

  • Monetization Leads: Prioritized yield optimization, premium demand access, and control over ad monetization (Monetization)

📣 Multichannel GTM Execution

  • Email Marketing: Segmented email campaigns educated clients on the updated naming, structure, and value

  • Social Media: Teaser content and launch announcements rolled out across LinkedIn and WeChat

  • Press & PR: Crafted official announcement blog and supported PR placements

  • Sales Enablement: Partnered with BD to refresh decks, one-pagers, and more

  • Landing Pages: Created dedicated landing pages for each product, ensuring clear messaging and easy access to key information

📈 Results

  • +34% increase in leads within 4 weeks of the global product launch

  • +25% open rate on the launch email campaign (compared to our average)

  • 2x increase in landing page visits during launch week

  • Positive feedback from both sales and clients on improved clarity

  • Established a scalable foundation for future GTM campaigns under the new branding structure

🧩 Final Thoughts

This rebrand wasn’t just about aesthetics; it was a strategic shift that laid the foundation for clearer communication across channels. The structure we created ensures consistency in future launches and supports our long-term growth goals.