Being globally recognised as the world’s premier instrument accessory manufacturer, D’Addario & Co (an American based company) is expanding their marketing strategy towards the Asia market. Plexxie is the first and only social media marketing agency appointed by them to spearhead this project. 


We created a social media strategy to build the foundations of their brand new social media pages by creating content that will solidify the brand identity of D’Addario & Co. To increase audience growth, we planned and executed campaigns that leverage their brand’s key visuals through videography, social media advertising, influencer marketing and artist management.


Most campaigns would focus on repurposing user-generated contents done by artists that we engage from Asia including Japan, South Korea, Thailand, Indonesia, Taiwan, Hong Kong, China, Malaysia and Singapore. The artists would receive creative direction from us and we will further edit their content to ensure global brand guidelines are met. To add on to the effectiveness of the campaign, we also push out advertising campaigns for each country focus per month.


Within 3 months, we created aggressive paid campaigns that managed to reach over 7 million people per campaign with an average engagement rate to followers of 40%.


40% Social Engagement Rate To Followers.

1,500 Organic Followers Within 3 Months.

7M Reach On Average Per Campaign.

  • 40% Social Engagement Rate To Followers
  • 1500 Organic Followers Within 3 Months
  • 7M Reach On Average Per Campaign

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