Performance Creative


MuteSix worked with the guitar manufacturer to reduce their CPA and increase their CTR and LTV.

The Goal

FENDER wanted to capture a younger generation of users by teaching them to learn guitar through the Fender Play app. They also wanted to leverage existing content to decrease cost per acquisition and inform future creative decisions.

The Strategy

The product’s primary value stemmed from the extensive research and course work. However, lacking the visual hooks to capture DTC attention, compared to competitors, leveraged available artists and brand recognition to increase CTR.

Creative was methodically tested to discover the fundamental messaging and visuals to capture a user’s attention and influence them to purchase.

The Results

Created a structure of repeatable content that could be easily applied to a multitude of songs. Improving reach and resonance with previously unprofitable audiences. Leading to the biggest 4th quarter of app installs since launch.

52% CPA decrease 150% CTR increase 15% LTV increase

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