THE ASK
Fender wanted to strengthen their lifecycle programs to support new players better, re-engage existing customers, and drive product adoption across key journeys. The goal was to refresh foundational comms and build scalable strategies that connect players to Fender’s instruments, gear, and culture at every step.
THE WORK
Onboarding Audit
Conducted a full audit of Fender’s onboarding journeys to evaluate flow, messaging, and opportunities for deeper engagement. Delivered recommendations to align communications with player needs and set a stronger foundation for long-term retention.
Cart & Browse Abandon
Refreshed cart & browse abandon programs with updated creative and stronger content strategy. These new journeys better reflect Fender’s tone and product storytelling, while nudging players back to complete their shop.
Post-Purchase for Tier 1 Launches
Refined post-purchase strategies that highlight product care, education, and inspiration. These comms not only reinforce purchase confidence but also encourage players to explore across Fender’s broader catalog.
SMS Journeys
Built SMS journeys to extend Fender’s lifecycle comms beyond email. These touchpoints provide timely reminders and inspiration that keep players engaged between major campaign moments.
