Fender, one of the world’s most iconic music brands, needed to evolve its paid media strategy across Europe to reflect modern content consumption habits. With users scrolling vast amounts of content daily, traditional upper- and mid-funnel creative was struggling to cut through. The brief was to increase engagement and efficiency across Meta and TikTok, while balancing heritage credibility with relevance for new players.
We implemented a creative-first paid media approach, prioritising authentic, platform-native content led by creators and user-generated assets. In close collaboration with Fender, we tested the hypothesis that creative quality would outperform incremental targeting optimisations, aligning campaigns to audience behaviour and feed-native formats across channels.
Increase in view-through rates, well above typical retail benchmarks
More efficient cost-per-click and a 26% reduction in cost per mille (CPM)
Beyond media metrics, the shift strengthened brand relevance among younger audiences, increased engagement depth across social platforms, and established a scalable creative framework that now underpins ongoing paid media performance across Europe.
