Fender blasts digital airwaves with hyper-targeted paid social, video and display campaign

Fender American Professional

Iconic guitar manufacturer Fender has significantly amplified its online presence thanks to a highly strategic and hyper-targeted campaign led by digital performance partner Found, achieving just under 2.5m video views and almost 9m impressions.

The campaign centred around the launch of the brand’s American Professional Range, which represent six of its most recognisable electric guitars & basses being re-packaged for the contemporary player. Each model in the range has been updated with unique enhancements, appealing to seasoned guitarists and those just starting out on their musical journeys, and provides a perfect opportunity to re-energise mass awareness of the legendary Fender brand.

By innovatively blending customer data, mapping Fender players’ personas with online behaviours from GWI, the world’s largest study on digital consumers as well as key Google Analytics, Found were able to put this intensive customer insight into action through its web of moments campaign planning process.

With an incredibly detailed landscape of Fender’s target audience, mapping out their online behaviour and likely digital touch points, Found could then use every available targeting method possible whilst also overlaying demographic, time of day and device data to ensure it cleverly tapped into consumers’ always connected and in control online activity. As a result, Found could make smarter media buying decisions and aim for much higher engagement results.

Tina Judic, chief-executive officer of Found, says: “We didn’t just blast it, by being clever and hyper-targeted we delivered the perfect creative along with tailored messages that matched the moments to the correct audience segments.

“As a result, we smashed our original forecast, achieving the equivalent of 2.2 years of Fender video content being watched with a massive 37% of views not skipped and consequently blew the industry average CTR metrics by 10 times.”

The hyper granular campaign centred around three video led campaigns using a mix of YouTube Video Ads, Facebook and Google Display Network.

Steve Osaer, digital marketing manager at Fender Musical Instruments EMEA, says: “Found delivered beyond our expectations with their clever paid media and YouTube campaign. The fine-tuned approach to audience targeting has brought great results with incredible engagement rates, which smashed all industry benchmarks.”

Tina adds: “Our real challenge was to put the Fender brand in front of as many musicians as possible, yet with very focused targeting tactics. The results speak for themselves and clearly show how getting the right product with the right message at the right time in front of the right audience reaps rewards.”

Some of Found's other clients include Canterbury and Randstad.

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