CHALLENGE

Seymour Duncan pickups have been the choice of guitar gods since Hendrix. They were one of the first companies to not only create replacement guitar pickups, but create models that broke new ground and satisfied the ear of true tone seekers. But as competition increased, it became clear that this classic company needed to refresh its branding and take a more modern approach to marketing through social, digital and web.

SOLUTION

Branding Package

We began by holding a branding and strategy summit at the Seymour Duncan headquarters in Santa Barbara, CA. This provided useful insight into their brand values, target customer, overall business goals and more. Armed with this information, the Amplify team developed a branding deck to detail the voice, look and feel of the new Seymour Duncan, as well as social and digital strategies to help them expand and inspire their audience. 

Social Media

Amplify audited Seymour Duncan’s existing social presence to identify where the brand was winning, and where the gaps were. This allowed us to make recommendations that were timely and unique to their brand. 

We then brought our findings to the Seymour Duncan team and developed clear goals, set more meaningful KPIs for social and created a new social media strategy.

Our social media strategy centered around increasing content quality, emphasizing authentic interactions with customers, and increasing conversions through social e-commerce. We achieved this by: 

• Developing impactful images and copy that started conversations and garnered high engagements
• Implementing daily community management to interact with our followers
• Evaluating the effectiveness of our social media efforts with more meaningful metrics
• Leveraging latest social tools to drive sales

Since executing the new social strategy, social is now a key driver for webstore sales. Concurrent campaigns increase awareness of new and existing products, and their followers are growing mightily month over month.

Digital Advertising

Prior to working with Amplify, Seymour Duncan hadn’t fully embraced direct sales via their website. We helped them establish ongoing campaigns on Facebook and Instagram that helped triple their webstore sales. 

“Amplify helped us refine our e-commerce funnel and quickly improve online sales using Facebook and Instagram advertising. They increased brand awareness month-over-month while converting middle- and bottom-funnel customers at a cost-per-conversion of 20% retail product cost.

We love working with Amplify. They’re more than just an average agency—they really take ownership of the work they do and it feels like they’re part of our team.”

—Jayla Siciliano, Director of Marketing, Seymour Duncan