NICKEL BRONZE
product LAUNCH
Consumer Insight:
For the first time in years, D'Addario was launching a new acoustic guitar string.
Most guitarists feel they don't need another set of strings. Their perception was that what they've been playing for years is fine.
We needed to get them to realize they might be missing out on a whole new world of possibilities from their guitar.
Most guitarists feel they don't need another set of strings. Their perception was that what they've been playing for years is fine.
We needed to get them to realize they might be missing out on a whole new world of possibilities from their guitar.
magazine PRINT:
We ran these two print ads to launch the string, nationally and globally.
MICRO-SITE
This micro-site touted the string's benefits and advantages, featuring a comparison player that let you hear the difference between Nickel Bronze and our other strings.
In this blade of the site, listeners could compare the sound of Nickel Bronze strings to other strings played on the same guitar, by the same guitarist, to the same song.
Infographic showing difference in tonal range.
Full line of products with click through links to amazon and other retailers.
We aggregated all the social chatter around the new strings at the foot of our site.
MOBILE responsive DESIGN
FACEBOOK PRESENCE
Once the string was launched, we pushed the campaign out to all social channels.
SOCIAL media teaser reveal
We did a slow unveiling of the package, correlating to the products availability in stores across the USA. All posts were based on guitarist's feedback in testing.
web banners
We launched with targeted banner wrap buys on Guitar Aficionado and Guitar Player as well as many other high traffic guitarist sites.
