Product Marketing Manager - Spitfire Audio

Spitfire Audio is the market leader in creating virtual instrument sample libraries for music makers, partnering with the world’s finest pioneers and studios, including Hans Zimmer and Abbey Road. Their virtual instruments have been used across award winning film scores and chart-topping songs.

Spitfire Audio had collaborated with AIR Studios, one of the world’s premium recording studios, to produce a unique software plug-in that allows musicians and composers to bring their compositions into the legendary studio space. The software captured the exact acoustics of the space, opening the iconic studio sound to a world of musicians without them having to physically record in AIR Studios.

This was the first product that Spitfire Audio had produced of this variety. The brand wanted to break into a broader market of composers and musicians and use the launch of AIR Studios Reverb as a prime opportunity to do so.

Working in partnership with the Spitfire Audio team, we created an integrated launch strategy that involved putting in place:

A month-long pre-launch digital content strategy that subtly hinted towards the product launch helped generate hype and intrigue among the music creator community and helped boost immediate sales on the day of release.

A global influencer outreach programme, asking a broad range of music makers to share their creations using AIR Studios Reverb

A media outreach programme, generating positive conversations and reviews about the product

A highly targeted owned and paid media approach, combining the power of social media, web and email channels to position the product as the ‘must have’ premium software for music makers.

A video content strategy, combining short and long form video to show off the product’s capabilities through educational and user generated content.

AIR Studios Reverb was the company’s best-selling product that quarter and successfully reached an audience who sought to capture the unique studio sound for a fraction of the price to hire the AIR Studios space.

4.5x ROAS from all advertising spend

19,600 product page views in the first week of the product launch

254,000 total organic video views across owned channels

AIR Studios Reverb website: https://www.spitfireaudio.com/air-studios-reverb

AIR Studios Reverb YouTube Walkthrough Video Launch:

AIR Studios Reverb Launch Trailer:

AIR Studios Reverb Promotional Tutorial: