Pitch perfect audience engagement for Fender’s new American Professional range


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GlobalWebIndex, in partnership with London-based digital marketing agency, Found, is working with world-famous guitar manufacturer Fender as its insights partner to help amplify the brand's online presence.

Fender, founded in 1946, is a brand that has been synonymous with music for decades. This year the brand is dedicated to launching its brand new American Professional range - five of Fender's most recognisable guitars completely re-packaged for a new audience.

To drive awareness among the right people for the launch of the American Professional range, Found selected GlobalWebIndex to build a more detailed picture of Fender's audience, looking far beyond the broad demographic and interest categories delivered by Google Analytics.

GlobalWebIndex's granular audience attributes are being put into action throughout Fender's campaign planning process, innovatively blending online activities, behaviours, research habits, attitudes, social media usage and lifestyles to decide where, when and how to reach each audience.

Fender can now take any broad categorisations of the types of people landing on the site, for instance 25-34 year-old females with interests in travel and photography, and create a bespoke audience segment enriched by GlobalWebIndex's attitudinal and behavioural attributes. Driven by data, Fender's messaging then can be fine-tuned to suggest which guitar model is most likely to strike the right chord.

By realising the right audiences online, the partnership has helped generate 2.4 million YouTube video views to date; the equivalent of over two years of Fender video content being watched. Crucially, audiences are more engaged, with 37% of all video views running to completion without being skipped.

Ross Boyd, strategy & innovation director at Found comments, "GlobalWebIndex enabled us to go to a whole new level with targeting on our Fender campaign. Ultimately it was these audience insights that facilitated us in smashing the industry engagement benchmarks and delighting Fender with the results we were able to achieve."

Alastair Little, Chief Operating Officer at GlobalWebIndex concludes, "It's all too easy to assume one set of data is the be-all and end-all of audience insights. It's important to realise that broad interest areas don't always correlate with a desire to buy your product. Behavioural data must be paired with survey data; insights taken from direct engagement with consumers to build a truly accurate picture of activities and attitudes. If you have enough of the picture to explain and validate specific interests, then you have an audience profile."

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