To launch Fender Play for Android, our go-to-market campaign showcased the many ways players can learn to play the guitar songs they love, from wherever they are.
Keeping the app and Android devices at the center of our work, we focused on the themes of "Play a Song in Minutes" and "Learn the Songs You Love" by highlighting artists such as Foo Fighters, Foster The People, Wiz Khalifa, The Smashing Pumpkins and Shawn Mendes. This targeted a music loving audience across owned and paid channels to drive acquisition of new players and Fender Play subscriptions.
LIFESTYLE CONTENT SHOOT
Working with our Content team, I planned and directed a shoot to refresh the Fender Play creative look and feel to promote the Android launch. This fueled our creative direction, photography and video assets to leverage across our digital campaign and extend beyond for all Fender Play creative elements.
EDITORIAL / SOCIAL LIFESTYLE VIDEO
The campaign launch video was shot on location to highlight a diverse group of guitar players using the Android app throughout multiple environments. Keeping the devices at the forefront of the story created an immersive view of the app UI, how it works and the benefits of learning guitar with Fender Play. It ran on YouTube for Editorial and PR as well as Instagram and Facebook with 9:16 and 1:1 size cut downs for paid and organic social reach.
EMAIL & PROMOTIONAL CONTENT
Targeting Fender CRM database members and Fender Play app users, we ran a robust campaign to announce the Android app release and market the latest song and riff-based lessons available from popular artists.
RETAIL
Our campaign drove awareness for Fender Play at key retail partners with refreshed creative messaging and designs for in-store window clings, standees and other custom sales materials.
PLAY APP LANDING PAGE
Campaign traffic from paid social and email/mobile led to a dedicated app landing page on Fender.com to highlight the value props of learning guitar with Fender Play and drive acquisition of new players.
PLAY - iPad PAID SOCIAL VIDEO
Leading up to the Fender Play Android app release, our iPad app provided an enhanced learning experience to fit your on-the-go lifestyle. This video explored new ways to choose your view within the app and learn guitar from anywhere your journey takes you.
