Fender is tuning in to TikTok to reach the younger, more diverse and more female-centric consumers that have adopted guitar playing amid the pandemic.
The 75-year old guitar company is debuting an official TikTok account in conjunction with the release of a new line of guitars and basses. Fender will also be kicking off its first campaign on the app, complete with a hashtag challenge and influencers.
When the pandemic lockdowns forced people to stay home, consumers found themselves trying new hobbies and turning to old ones, like playing the guitar. Knowing this, Fender offered its learning service, Fender Play, for free starting in late March 2020. They anticipated that maybe 10,000 folks would sign up in a week, but ended up hitting 100,000 sign-ups in three days. It grew to nearly a million new registrations in 90 days, according to Evan Jones, Fender’s chief marketing officer. The company also estimates that around 60% of all guitar sales are now online via dealers' e-commerce sites and on Fender.com, up from about 30% in 2015.
“We’ve been waiting to get into the game and we think the time is now,” says Jones. “We want to prioritize this channel, because we’ve seen a seismic shift in the types of people coming into guitar. They’re younger, more diverse, and more female.”