Melodics Drums

Copywriting
Strategy
Creative Direction
Graphic Design
Web Design
Video Production
Illustration
Artist Relations

Melodics is a global music education app based in New Zealand. An overview of my creative work for the company can be found here.

In 2023 I led a cross-functional team to understand our drum customers better and market to them more strategically. This involved customer research and insights, a full update of customer propositions and messaging, followed by a series of experiments to test our assumptions. From there it was on to the really fun stuff - creative rollout for a mid year campaign which paved the way for an exciting new feature at the end of the year: Melodics for Acoustic drums - featuring advanced audio detection from any device.

The marketing output involved: Customer messaging (CVP + UVP), Landing Pages, Digital Ads, Increased Community Awareness (Reddit and Discord), Brand Creative Campaigns, Artist Advocacy (Feat. Butch Vig, Brad Wilk & Ilan Rubin), User Generated Content + Testimonials & a NYC based in-store event.

Result:

• Huge conversion improvement on landing pages: up 14% on app downloads.

• Helped Boost subscription numbers: 4% lift in new subscriptions YOY, 8% lift in MRR YOY.

• Focus on advocacy and testimonials impacted website conversion positively: Trustpilot rating raised from 3.2 to 4.7.
  Trustpilot rating shown in header of landing pages lifted conversion by 1.5%.

• 10% improvement on promo code activations with high profile artists.