Case Study: Fender achieves 4x increase in Fender Play sign‑ups with Wunderkind

Fender Play Sees 4x Increase in Membership Sign-Ups with Wunderkind

Fender, the iconic American musical instrument maker, launched the Fender Play app during the pandemic to offer virtual lessons and create a subscription revenue stream. Facing closed wholesale partners and the need for rapid email acquisition and list growth, Fender partnered with Wunderkind and used Wunderkind’s Triggered email and Onsite personalization to scale one‑to‑one messaging and grow membership sign‑ups.

Wunderkind implemented targeted onsite campaigns, strategic discounts and hyper‑personalized triggered messages to re‑engage visitors and drive conversions to Fender Play. The results were a 4x increase in Fender Play sign‑ups, Wunderkind became Fender’s #1 paid channel in Google Analytics, and ROAS performance exceeded projections by roughly 6.4x.

Fender

Matt Annerino

Vice President of Digital