Reach New Heights Campaign

Breaking into a new vertical requires more than awareness. It requires a message that meets the ICP exactly where their pain point lives.

For Central Semiconductor, the opportunity was the emerging CubeSat and small satellite market. Space-focused engineers and procurement leads were building at smaller scales than ever before, but had been priced out of high-reliability space components. Central’s upscreened MOSFETs could change that calculus, and the “Reach New Heights” campaign was the GTM vehicle to prove it.

I developed the campaign strategy and creative direction to position Central’s space-grade components as the democratizing force in a cost-constrained segment. The messaging was precision-targeted at engineers and technical decision-makers, using the language of the lab and the ambition of the sector to generate demand where Central had previously had no share of voice.

The campaign achieved a 7:1 ROAS and generated a meaningful uptick in inbound leads from the aerospace vertical. More importantly, it established demand in a segment that had not previously been part of Central’s addressable market, expanding the company’s TAM and establishing a new ICP anchor.