To launch ukulele lessons for Fender Play, our go-to-market campaign introduced easy-to-follow lessons of your favorite songs, designed specifically for ukulele. The creative direction centered around the accessibility and portability of ukuleles with “Pick It Up & Play”, featuring an outdoor summer music aesthetic and songs from artists such as Grace VanderWaal, Vance Joy and Maroon 5. This targeted a music loving audience across owned and paid channels to drive acquisition of new ukulele players and Fender Play subscriptions.
PAID SOCIAL LIFESTYLE VIDEOS
Our ukulele lifestyle photo/video shoot captured the “Pick It Up and Play” campaign style, look and feel for all creative assets. We shot on location in Topanga Canyon to highlight the outdoor, sounds of summer and filmed a diverse group of Fender Play instructors and players describing the benefits of learning ukulele.
A series of targeted paid social videos were created for specific audience demographics looking to pick up a ukulele for the first time. These included female and male millennials, parents with children purchasing Play for their family and AARP members interested in learning the instrument.
EMAIL & PROMOTIONAL CONTENT
Targeting Fender CRM database members and Fender Play app users, we ran a robust campaign to announce the ukulele launch and market the latest song and riff-based lessons available from popular artists.
