TEACHING AN OLD BRAND NEW TRICKS.

Picture this:

You’re an (iconic) brand that’s got over 75 years in the business. But the world moves fast, and you have to move faster—especially when #GuitarTok is already a hashtag with billions of views, and none of your competitors have caught on to the goldmine that is TikTok.

In less than 6 months, I, along with a crackerjack team of digital creatives, not only got Fender to over one million followers on TikTok, but also helped create and solidify the entire agency’s approach and strategy towards TikTok. Not too shabby for someone who still cries to My Chemical Romance.

Client: Fender

Medium: Digital, Social

Credits: David Bright / Kevin Walsh / Mariya Zheleva / Me

@fender This week on #MyFirstFender, Vacationer talks their first Jazz Bass, fish heads, and maple syrup. (Yes, really.) Share your story w/ #MyFirstFender ♬ original sound - Fender
@fender @tobeepaik and his #PlayerPlusStratocaster are back to give some more complex emotions their very own sound. #Fender #Guitartok #FenderGuitars ♬ original sound - Fender
@fender Our #FenderPlay instructor Dylan lets you in on a classic technique for faster playing—a wide, 🤘 metal 🤘 stance. #Fender #FenderGuitars #AprilFools ♬ original sound - Fender

Results

  • Helped the brand go from (literally) zero followers on TikTok to the biggest guitar brand on the app. Competitors noted and followed our lead. (Note: #MyFirstFender hit TikTok almost two years before #MyFirstGibson. Check, and mate.)

  • Coverage from Forbes, Digiday, and AdAge.

  • Internally, my work on this account lead to me being a creative/knowledge lead on the Fender PR account once our TikTok partnership ended.

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