SONARR Awards launched as a new Australian awards programme celebrating excellence across the audio industry.As a new brand entering an established industry, SONARR needed to build awareness and credibility, attract award submissions, promote its inaugural Gala event and establish an engaged industry audience for future growth.With limited historical data, no established acquisition benchmarks and a developing organic presence, the challenge was to create a digital marketing strategy that could deliver immediate results while building a sustainable foundation for the future.
Go-to-Market Strategy | Digital Marketing | Marketing Technology | Performance Analytics
SONARR Awards launched as a new Australian awards programme celebrating excellence across the audio industry.
As a new brand entering an established industry, SONARR needed to build awareness and credibility, attract award submissions, promote its inaugural Gala event and establish an engaged industry audience for future growth.
With limited historical data, no established acquisition benchmarks and a developing organic presence, the challenge was to create a digital marketing strategy that could deliver immediate results while building a sustainable foundation for the future.
Before launching campaigns, we focused on establishing the technical foundations needed to support marketing activity and measure performance.
SONARR's customer journey spanned multiple platforms, from advertising channels such as Meta, Google, LinkedIn and Spotify to external registration and ticketing systems including Award Force and Humanitix.
We worked with Google Analytics 4, Google Tag Manager, Meta Pixel, Zapier and Drip to establish conversion tracking, connect customer data and support marketing automation.
A key challenge was measuring meaningful actions across different platforms and domains, particularly distinguishing initial registrations from completed paid submissions.
Our approach focused on improving visibility across the customer journey while identifying attribution limitations that would inform future improvements.
Launching a new brand without historical marketing data requires a different approach from optimising an established business.
There are no proven audiences, reliable customer acquisition costs or established channel benchmarks to guide investment.
We developed a multi-channel digital marketing strategy combining brand awareness, audience acquisition, performance advertising and retargeting.
Our approach centred on experimentation: testing audiences, messaging, creative formats and conversion objectives to understand which strategies generated meaningful engagement and participation.
Rather than measuring every campaign against immediate sales, we aligned marketing objectives with different stages of the customer journey, from initial brand discovery to registrations and event participation.
Throughout the launch, we analysed performance across advertising platforms and website analytics to understand how audiences discovered and interacted with SONARR.
We evaluated traffic quality, engagement, conversion events and acquisition efficiency to establish initial performance benchmarks.
Working across multiple advertising channels and third-party platforms also highlighted the complexity of marketing attribution. We focused on interpreting the data in the context of the broader customer journey rather than relying solely on individual platform reports.
These insights informed campaign optimisation and helped identify opportunities for improving future marketing investment.
SONARR's inaugural campaign established an initial digital presence, introduced the brand to relevant industry audiences and generated valuable insights into audience behaviour and acquisition performance.
Beyond the immediate launch, the project helped establish a marketing ecosystem and strategic foundation for future growth.
The next opportunities include strengthening organic and AI search visibility, improving end-to-end conversion measurement and developing ongoing audience engagement strategies.
A successful launch isn't simply about running advertising campaigns. It's about connecting strategy, technology and data to understand the market, test assumptions and build a foundation for sustainable growth.
For SONARR Awards, we brought together go-to-market strategy, marketing technology, multi-channel campaign execution and performance analytics to support the launch of a new industry brand.
Services Provided: Go-to-Market Strategy · Digital Marketing Strategy · Meta & Google Advertising · Conversion Tracking · GA4 & GTM · Marketing Automation · Audience Acquisition · Performance Analysis
website: https://sonarr.au/
