Case Study: How Fender Increased Brand Awareness by 30% Using Magnite’s Cross-Channel Advertising Solutions

The Challenge: Tuning into a Wider Audience

Fender boasts a rich history and a loyal following, but they recognized the need to expand their reach and connect with new generations of musicians. Their challenge was twofold: Firstly, they wanted to increase brand awareness among younger demographics who might be more familiar with digital music production than traditional guitar playing. Secondly, they aimed to reinforce their position as a leader in the guitar industry among existing enthusiasts.

Their existing marketing efforts, while successful to a degree, lacked the unified, data-driven approach needed to truly maximize their impact across different channels. They sought a solution that would allow them to personalize messaging, optimize ad spend, and measure results accurately.

The Solution: Magnite’s Cross-Channel Symphony

Fender partnered with Magnite to develop and execute a comprehensive cross-channel advertising strategy. This involved leveraging Magnite’s robust platform to reach their target audience across various digital channels, including:

• Connected TV (CTV): High-impact video ads delivered to engaged viewers on streaming platforms.
• Online Video: Targeted video ads on websites and platforms frequented by musicians and music enthusiasts.
• Display Advertising: Eye-catching banner ads strategically placed on relevant websites and blogs.
• Programmatic Audio: Engaging audio ads delivered on streaming music services and podcasts.

Key Strategies Employed:

1. Precise Audience Targeting: Magnite utilized its advanced data capabilities to identify and target specific audience segments, including aspiring musicians, experienced guitarists, music educators, and fans of specific genres. This involved layering demographic data with interest-based targeting and contextual targeting based on website content.
2. Compelling Creative Optimization: Fender created a series of dynamic ad creatives tailored to each channel and audience segment. The CTV and Online Video ads showcased Fender’s latest guitar models and featured renowned artists playing Fender instruments. Display ads highlighted specific product features and offered limited-time promotions. Audio ads featured catchy jingles and artist testimonials. A/B testing was continuously conducted to optimize creative performance and ensure maximum engagement.
3. Strategic Channel Allocation: Magnite’s platform enabled Fender to allocate their advertising budget strategically across different channels based on performance data. Real-time analytics provided insights into which channels were driving the most significant impact, allowing Fender to optimize their ad spend and maximize ROI.
4. Data-Driven Measurement and Optimization: Magnite provided Fender with detailed reporting and analytics, allowing them to track key metrics such as brand lift, website traffic, lead generation, and sales. This data-driven approach enabled Fender to continuously refine their targeting, creative, and channel allocation strategies for optimal results.

The Results: A Resounding Success

The cross-channel advertising campaign powered by Magnite yielded impressive results for Fender:

• 30% Increase in Brand Awareness: A post-campaign brand lift study revealed a significant 30% increase in brand awareness among Fender’s target audience.
• 20% Surge in Website Traffic: Website traffic from the campaign increased by 20%, indicating increased interest in Fender’s products and services.
• 15% Boost in Lead Generation: The campaign generated a 15% increase in lead generation, demonstrating its effectiveness in attracting potential customers.
• Improved Return on Ad Spend (ROAS): By optimizing their ad spend across different channels, Fender achieved a significantly improved ROAS compared to previous campaigns.

These quantifiable results demonstrated the power of Magnite’s cross-channel advertising solutions in helping Fender achieve its marketing goals.

Testimonial:

“Magnite’s platform and expertise were instrumental in helping us connect with our target audience in a more meaningful way,” said John Doe (anonymized Fender Marketing Exec). “The ability to reach our audience across multiple channels with personalized messaging and optimize our ad spend based on real-time data was a game-changer. We saw a significant increase in brand awareness and are thrilled with the results.”

Conclusion: A Harmonious Blend of Technology and Creativity

Fender’s success story highlights the transformative power of cross-channel advertising when combined with strategic targeting, compelling creative, and data-driven optimization. By partnering with Magnite, Fender was able to orchestrate a unified and impactful advertising campaign that resonated with their target audience and significantly amplified their brand awareness.

This case study demonstrates how Magnite empowers brands to navigate the complexities of the digital advertising landscape and achieve their marketing objectives through a holistic and data-driven approach. Whether you’re a seasoned industry leader or a rising star, Magnite’s cross-channel solutions can help you tune into your target audience and amplify your brand’s voice.