YOUSICIAN

YOUSICIAN IS THE BEST APP FOR LEARNING HOW TO PLAY GUITAR, BASS, KEYBOARD, UKULELE AND EVEN HOW TO SING. THEY ALSO OWN THE APP STORES #1 DOWNLOADED GUITAR TUNER - GUITARTUNA.

The Problem

Yousician had existed for 5 years before I started working with them , but largely had stuck to their roots in their native Finnish market. They lacked the resources and network to make creative that resonated with American audiences, a much bigger demographic of potential musicians that they had not tapped fully yet.

The Solution:

Along with the CMO and marketing team, I drove all creative needs for the US market, performed countless ad format A/B creative tests, shot original content, cast actors and models, created partnership content and owned creative for app store conversions.

At my time with Yousician I created and tested 1000s of advertisement combinations with the performance marketing team to increase CTR and LTV’s drastically. Often times we discovered that super polished ads with a lot of production actually drastically under-performed against lower resolution ads that showed gameplay, so we all checked out egos in the creative process for the sake of what would resonate to get users to download the app.

Jimi Hendrix foundation partnership

Partnership with the Jimi Hendrix Estate / Experience Tour
Promoted both the tour and his songs in the app.

Metallica PARTNERSHIP

Partnership ads / course to learn
from the best - 10 playable songs.

NEW YEARS AD

Created a highly successful ad campaign around new years resolutions to convert people looking for new hobbies.

Detroit Rock City Licensed Ad

Licensed ad using the famous KISS song
to promote new songs on the app.

jason mraz school class partnership

Partnership with the Jason Mraz to teach a classroom of
music students singing and ukulele.

Learn to play series

Created a number of flagship ads with easy to digest
Calls to action and text around learning to play.

APP STORE OPTIMIZATIONS

Along with advertisements I worked regularly on creatively A/B testing App store videos and screenshots to achieve better CTR and LTV.

APP STORE VIDEO

Some of the most important real estate in the app store is the App preview video.

I tested out tons of creative here and adjusted based on data.

Here is an example of an extremely high performing app store video that
effectively demonstrates value propositions, UI ease, and a strong CTA.

APP STORE SCREENSHOTS

Supporting the video app preview - the app store screenshots reinforce value proposition and features and are even easier to test and optimize as they are still images. Here is an older set of well performing screenshots for horizontal display.