Melodics Songs

Creative Direction
Graphic Design
Web Design
Video Production
Illustration

Melodics is a global music education app based in New Zealand. Started in 2014, it has slowly grown from a finger drumming app to a leading interactive learning tool that provides a curriculum for keys, controllers, finger drumming and drums. In 2022 Melodics made the jump from creating its own music to licensing covers of popular music. Driven by popular demand, this was the largest marketing campaign the company had undertaken at that point.

I led the go-to-market creative - managing 5 creatives (design, photography, video) and working closely with other stakeholders to define messaging, and how to communicate an incredibly complex offering. The Songs feature release required new pricing tiers (inc. a new pricing webpage design) and restrictions around audio licensing and artist imagery. We executed creative that skirted the lines of showing what music was on offer by using sticker graphics based on iconic band logos and album covers, as well as a torn poster aesthetic to show parts of familiar artists’ faces without infringing on copyright.

The marketing campaign included: A launch event, Landing pages with interactive elements, Printed Stickers, Video campaign, Email headers & digital ads, Copywriting,

Results

• Improved retention via re-subs (a record for the company)

• Increased brand awareness from further advertising reach

• Best performing retargeting ads on record at that point.

• Achieved a 10x boost in content output in the following months (which was maintained)

• Social strategy that maximised songs based around context and learning