Melodics Drums:
Product Launch & Marketing

Copywriting
Strategy
Creative Direction
Graphic Design
Web Design
Video Production
Illustration
Artist Relations

Melodics is a global music education app based in New Zealand. An overview of my creative work for the company can be found here.

In 2024 Melodics expanded its platform to include a dedicated drum learning experience, a world first where the app could detect a player on a traditional drum kit. This required both product storytelling and marketing creative to introduce the feature to new and existing users worldwide.

Problem

The campaign needed to communicate both the musical inspiration and the educational value of the platform. Explaining and demonstrating the learning experience clearly to all player levels. We also needed to determine how to. package the experience.

Approach

The strategy focused on showcasing the product experience through content and storytelling via:

• performance-driven visuals
• clear product demonstrations at events and via content and competitions
• creative that reflected music culture

Execution

The campaign included:

• video production
• marketing content
• social media assets
• event & expo production and content capture
• product launch creative

Deliverables I owned included: Customer messaging (CVP + UVP), Landing Pages, Digital Ads, Increased Community Awareness (Reddit and Discord), Brand Creative Campaigns, Artist Advocacy (Feat. drum icons Butch Vig, Brad Wilk & Ilan Rubin), User Generated Content + Testimonials & a NYC based in-store event. Content highlighted both the software experience and the creative possibilities for users.

Outcomes

The launch helped expand the Melodics platform into a new learning category while strengthening brand awareness across the music community.

• huge conversion improvement on landing pages: up 14% on app downloads.

• helped Boost subscription numbers: 4% lift in new subscriptions YOY, 8% lift in MRR YOY.

• focus on advocacy and testimonials impacted website conversion positively: Trustpilot rating raised from 3.2 to 4.7. Trustpilot rating shown in header of landing pages lifted conversion by 1.5%.

• 10% improvement on promo code activations with high profile artists.

• Higher awareness in USA via instores in key cities and outreach at NAMM expo.