G&L Guitars: Awareness Campaign
G&L Magazine Ad
The Client Challenge
G&L Guitars crafts instruments with great skill and pride in Leo Fender’s - yes, that Leo Fender’s - historic factory in Fullerton, California. They are passionate about music and embrace the rich history behind their brand. Prior to working with the client, G&L Guitars had only advertised in magazines. As they dealt with supply chain issues, they weren’t focused on selling product, but instead, wanted to build brand awareness.
Campaign Concept: Leo Fender’s Story
With a goal of boosting awareness of G&L Guitars to the masses, the marketing team brainstormed campaign ideas. I knew the Fender name but knew nothing about him. While conducting research, one thing stood out - Leo Fender didn't play guitar. Legend says he didn't even know how to tune a guitar. However, he designed some of the most innovative instruments that are still widely loved today. The dichotomy between the man and his contributions to music was a surprising twist. This story became the foundation of the campaign - the story and innovations of Leo Fender.
The Creative Process & Ads
The marketing team built display and social campaigns with a logo, a signature, and decades-old photos of Leo Fender. Inspired by his technical drawings, I designed ads and crafted messaging that drove consumers to the G&L website to learn more about the story behind the G&L brand. As traffic to G&L’s site increased, the second phase consisted of building a landing page to optimize conversions.
