SABIAN
Showing every drummer how to “play your way”
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Helping a massive global music brand hit their rhythm
Synonymous with cymbals, SABIAN is one of music’s most recognized brands. They rank second in global market share, however, new challenger brands such as Meinl and Paiste were quickly drumming up market share and brand equity amongst younger consumers. We led a brand transformation with integrated marketing campaigns revolving around music and entertainment.
Services
- Brand
- Creative advertising
- Needs assessment
- Content marketing strategy
- Digital marketing strategy
- Web design and development
- Integrated marketing campaigns
Industry
Entertainment
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Branding
We say be you–100% your sound and style
At the heart of the SABIAN rebrand is the genuine and authentic quality of musicianship. The craft that SABIAN puts into every cymbal is mirrored by the drummer’s craft in playing them. Our brand identity, “Play Your Way,” expresses that individuality.
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A video series of artist interviews reinforces the human element of the brand–honouring the artist’s own uniqueness in their music.
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Website
Bringing the full throttle SABIAN sound over to the website
Sabian.com became just as strong of a performer as the brand and players themselves. The site supports broader business initiatives, while defining a best-in-class experience. Because the SABIAN website is not an e-commerce platform, we partnered with key retailers to support the shopping experience and fulfillment.
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Social media
Not missing a marketing beat for this music icon
With a virtually, non existent paid media presence, we orchestrated a comprehensive and multi-tiered paid media and social media campaign. In 2022, Sabian generated almost 36 million impressions across paid and social media platforms. Want to learn about how our campaigns perform? Just ask.
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Social Media
The world’s best drummers, you say?
SABIAN’s expansive artist roster was asked to create social media content, and they did, with artists from bands like Guns’N’Roses, Styx and Leprous as well as drummers who play with the Weeknd, Rita Ora, Dua Lipa.
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Have I told you guys how much I LOVE working with you???
Stacey Montgomery-Clarke
Vice President of Marketing