Strategy • Design

This integrated marketing campaign successfully positioned Tortex as the world’s #1 guitar pick through a comprehensive, multi-channel strategy. Running over eight months, it leveraged artist-driven print ads, targeted YouTube pre-rolls, retail marketing, social media contests, website takeovers, and point-of-sale (POS) merchandising.

The campaign’s core strength lay in its artist endorsements, which added authenticity, credibility, and cultural relevance. By aligning the brand with respected musicians, Tortex deepened its connection with players globally, elevating brand trust and awareness.

The coordinated rollout across digital, print, and retail channels created consistent visibility, while the artist focus helped drive a steady and measurable increase in sales.