ABOUT

SABIAN is a cymbal company with a legacy of outfitting the greatest names in drumming history. After an exhaustive search, the SABIAN team selected A&S to be their agency of record in late 2020 to:
- Gather market share and brand equity amongst younger consumers with a powerful rebrand
- Develop a full-funnel digital marketing strategy
- Relaunch their website
- Create a brand experience across social platforms to connect with new drummers as well as support their existing community of passionate percussionists

Our Approach:
- Create and launch a new brand identity that celebrates the sounds and styles of ALL drummers
- Develop a social content strategy leveraging SABIAN artists as well as a net new influencer program
- Establish key partnerships to facilitate a a full-funnel digital marketing strategy
- Promote the SABIAN brand to individual musicians as well as new untapped business segments (such as the school market)

Results:
- Relaunched the SABIAN brand - with Play Your Way receiving immediate traction.
- Partnership with Sweetwater, the world’s largest online music retailer, to support the bottom of the funnel.
- Updated UX of their website to reflect updated brand expression (currently in full redesign).
- Leveraged SABIAN’s expansive artist roster for the purposes of social media content, ad hoc creative collateral, and product collaborations (drummers from bands like Guns’N’Roses, Styx and Leprous, as well as those who play for the Weeknd, Rita Ora, Dua Lipa, etc)
- Created a video series of artist interviews to follow the brand launch and reinforce the “human” element of the brand.
- Started a social media influencer program by endorsing popular online drummers (via TikTok + Instagram) and creating content collaborations and promotions
- Built a new content strategy for Q4 that includes new types of content as well as expansion in TikTok