How our strategy helped an electronic music pioneer beat its own content 2-to-1
People dream about a piano long before they shop. Juan Felipe Arango's strategy met them early with a free guide and beat in-house content 2x on leads.
Situation
A pioneer of electronic music instruments wanted its digital pianos to become the first choice for piano buyers. The problem: people start dreaming about a piano long before they start shopping for one, and the brand’s own content was arriving late, after preferences had already formed.
Task
Build a campaign strategy that reached buyers at the start of that journey, captured quality leads early, and could prove itself against the content the brand was already producing in-house.
Action
We started with the audience mindset: what first-time piano buyers worry about, where they look, and what they need to feel confident. That insight became the campaign’s centerpiece, a free buyer’s guide to choosing the right piano, offered at the moment the dream begins. I shaped the messaging framework and the full-funnel plan around it: awareness content to spark the search, the guide to earn trust and capture the lead, and conversion moments once confidence was built. Then I briefed the creative team on what to produce and supported them through production.
- AwarenessSpark the dream, early in the search
- ConsiderationFree buyer’s guide earns trust + the lead
- ConversionReady-to-buy moments, confidence built
- AwarenessFeed · 4:5Spark the dream in feed
- AwarenessStories · 9:16Reach new dreamers in stories
- LeadFeed · 4:5The free guide, offered at the right moment
- RetargetingSquare · 1:1Bring guide readers back
- ConversionFeed · 4:5Close ready-to-buy moments
Result
The campaign outperformed the brand’s own generated assets by 2x on lead and engagement metrics, and sharpened the creative idea at the center of it. The team came away with a repeatable play: meet buyers at the dream stage, not the checkout stage, and the pipeline follows.
