Fender Play Sees 4x Increase in Membership Sign-Ups with Wunderkind
Targeted campaigns and strategic discounts/promotions combine to drive interest in a subscription-based music education app.
American musical instrument manufacturer Fender created Fender Play — an app designed to help consumers learn how to play the acoustic guitar, electric guitar, ukulele, and bass guitar from anywhere.
Challenge
Fender Play was born with the idea of creating a complementary revenue stream to their guitar sales business by offering a subscription-based virtual lessons app. At the crux of their needs was the desire to help scale their marketing while maintaining a good level of personalization.
Solution
First, we helped them launch targeted campaigns to alert site visitors about the new app and encourage them to sign up. Fender offered discounts and promotions strategically in order to maintain contact with site visitors in the future.
From there, we were able to leverage Fender’s unique data to re-engage with customers who had not yet signed up for the new app. Depending on how they interacted with Fender’s site, we deployed a series of hyper-personalized triggered messages and one-off sends that were purpose-built to grow the Fender Play user base. The results were nearly immediate.
Results
Wunderkind helped Fender grow the Fender Play community 4x, far exceeding their original goal of doubling membership sign-ups. With this increase in customers, Wunderkind has become the #1 paid channel for Fender according to Google Analytics, driving a ROAS that is more than 6x the target amount.
“Wunderkind helps us attract and win more new [guitar players] with powerful personalization and onsite capabilities,” said Matt Annerino, VP of Digital, Growth & CRM at Fender.
For more information, read the full case study here.
