Steinway & Sons
Steinway & Sons are a 150 year old piano manufacturer, this as a fact is incredible but in reality can come with some ingrained and slightly outdated approaches to selling and marketing their products. Steinway’s marketing & Advertising budget was mainly used on hard copy mail shots and traditional paper magazine advertising slots. This in the past was effective in generating the leads but in more recent years has proven sharply less effective.
We wanted to update Steinway’s approach utilising paid social, in particular the Lead Generation advert optimisation found on Facebook. We drilled down into Steinway’s sale data and built a high prospect target audience. Designing image and video content that was inspired by some of Steinway’s print advertising but using A/B testing to let our audience inform us of the best performing content.