Chorda case study
During my tenure at Artiphon as Head of Digital Marketing, I spearheaded the marketing strategy for Chorda, a versatile multi-instrument designed for “bedroom producers” — experienced music creators seeking to streamline their workflows. Positioned as a tool to reduce the complexity of music production, Chorda combines the functionality of multiple instruments into one compact device.
This effort culminated in a 30-day Kickstarter campaign that positioned Chorda as the ultimate tool for creative empowerment. The campaign’s content strategy focused on showcasing Chorda in action, emphasizing its ability to simplify music-making through features that would typically require several instruments, connections, and tools.
Chorda’s main features:
- One-Finger Chords: Play complex harmonies effortlessly.
- Smart Strum and Arpeggiator: Enable dynamic and expressive playing styles.
- Gesture-Based Sound Modulation: Tilt and move Chorda to control effects in real time.
Challenges:
Chorda’s many features presented a unique challenge: explaining its full capabilities to potential backers without overwhelming them. Traditional text or static imagery could not fully convey the intuitive nature of features like one-finger chords, instrument strumming, or gesture-based modulation.
Outcome:
The marketing materials successfully resonated with the target audience, providing clear, visually engaging demonstrations of Chorda’s potential.
CHORDA
Landing page
The landing page and campaign leveraged movement-based visuals — GIFs, videos, and animations — to demonstrate Chorda’s simplicity and versatility. These visuals highlighted how producers could use Chorda to speed up their workflow, focusing on the value of translating complex ideas into music quickly and effectively.
Chorda
EMAIL CAMPAIGNS
For the email strategy, we aimed to balance creating a sense of urgency around the limited 30-day Kickstarter campaign with educating potential backers about Chorda’s unique features. Each email highlighted a specific feature—such as one-finger chords, the smart strum, or gesture-based sound modulation—while emphasizing the time-sensitive nature of the campaign. By pairing clear, engaging visuals with concise explanations, we ensured recipients understood Chorda’s capabilities and how it could transform their music production workflows, all while motivating them to act quickly before the campaign ended.
Advertising
For the email strategy, we aimed to balance creating a sense of urgency around the limited 30-day Kickstarter campaign with educating potential backers about Chorda’s unique features. Each email highlighted a specific feature—such as one-finger chords, the smart strum, or gesture-based sound modulation—while emphasizing the time-sensitive nature of the campaign. By pairing clear, engaging visuals with concise explanations, we ensured recipients understood Chorda’s capabilities and how it could transform their music production workflows, all while motivating them to act quickly before the campaign ended.
Onboarding flows & support
For the email strategy, we aimed to balance creating a sense of urgency around the limited 30-day Kickstarter campaign with educating potential backers about Chorda’s unique features. Each email highlighted a specific feature—such as one-finger chords, the smart strum, or gesture-based sound modulation—while emphasizing the time-sensitive nature of the campaign. By pairing clear, engaging visuals with concise explanations, we ensured recipients understood Chorda’s capabilities and how it could transform their music production workflows, all while motivating them to act quickly before the campaign ended.
Product Manuals
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