Wunderkind helps Fender increase Fender Play subscription service users five-fold
NEW YORK, September 29, 2021 / PRNewswire / – prodigy, a leading consumer engagement platform that scales personalized messaging for top brands, today revealed the marked success it has helped achieve for a valuable partner and emblematic lutherie brand, Wing. With support from Wunderkind, Fender launched Fender Play, a subscription service for acoustic and electric guitars, bass and ukulele, and to date its audience has grown fivefold to nearly one million users.
The two companies will detail their partnership, key success metrics achieved, and tips for other brands in a fireside chat today, September 29 To CommerceNext IRL, a premier retail and e-commerce conference. Molly Bruttomesso, Senior Vice President of Customer Success at Wunderkind, and Matt Annerino, Vice President of Growth, CRM and Media at Fender, will moderate the session.
Like many brands, Fender has long focused on attracting customers to physical outlets. Forced to pivot due to COVID-19, Fender has partnered with Wunderkind as part of its long-standing efforts to address the “guitar retention problem” and hyper-personalize its communication to reach the right guitarist at the right one. moment, with the right message.
Fender launched Fender Play in 2017, a subscription service and a comprehensive learning app for guitar, bass, and ukulele. In 2020, the “Play Through” campaign was launched as an act of goodwill during the initial pandemic lockdown in which Fender offered three months of free lessons to 1 million people. Using Wunderkind’s strategy and platform, Fender was able to use targeted, real-time SMS and email engagement with customers to increase Fender Play’s user base fivefold to over 150 000 people in March 2020 to nearly a million in the app at the time of the Play Through initiative.
“Retailers are increasingly embracing digital to engage their consumers. Big brands understand that prioritizing online consumer engagement is critical to building consumer loyalty, ”said Molly Bruttomesso, Senior Vice President of Customer Success at Wunderkind. “Wunderkind’s platform was able to help Fender build a loyal community of musicians using real-time engagement and personalized messaging.”
Fender’s mission to get more people through the initial phase of guitar learning led Wunderkind’s approach to identifying more users on the Fender site and understanding their playing abilities, ultimately achieving a 4-fold increase in Fender Play registrations after uploading. In addition to increasing Fender’s audience to nearly one million users, the campaign’s success also resulted in a performance 6.4 times the projected return on ad spend (ROAS ) and provided Fender with the opportunity to leverage community commerce as a brand engagement strategy.
“One of our biggest initiatives over the next three years is to welcome new players and aspirants by simplifying and demystifying the guitar buying process,” said Matt Annerino, Vice President of Growth, CRM and Media at Fender. “The powerful capabilities of Wunderkind have already helped us to more than fourfold our Fender Play member base, and we look forward to working with them to achieve our goals and have an even greater impact in 2022.”
Wunderkind and Fender will unveil the full case study at CommerceNext IRL today at the Sheraton New York Times Square Hotel. Click on here to access the full case study or register for a performance projection.
Wunderkind is a leading consumer engagement platform that scales personalized messaging for top brands. Digital businesses use Wunderkind to remember who site visitors are better than ever, enabling them to deliver high-performing individual messages on websites, through emails and texts, and in one-to-one advertisements. scale which is not possible otherwise. Wunderkind drives $ 2.8 billion each year in revenue directly attributable to major e-commerce brands like Uniqlo, Sonos and HelloFresh, often ranking in the top 3 revenue channels in their own analyzes. Wunderkind is obsessed with ROI and aims to be the infrastructural interface between individuals and brands in a world where consumers choose what they want, from whom and when. Learn more by visiting the Prodigy site.
American icon, Fender was founded in Southern california and established a global influence that spans from the studio to the stage and beyond. Everyone from beginners to the world’s most acclaimed artists have used Fender instruments, amps and gear, making the company not only a revered industry leader, but also a cultural symbol that resonates throughout the world. whole world. Almost seven decades since the founder Lion mudguard Built its first electric guitar, Fender’s reach transcends instruments and accessories, encompassing a range of innovative digital experiences that fuel musical expression and serve players every step, every step.
KCSA strategic communication
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