First Strings
Striking the Right Chord: How First Strings Hit 112% Growth In Their Online Sales
First Strings is a proudly Australian-owned business built by musicians, for musicians. Specialising in orchestral string instruments and accessories, the brand is deeply rooted in quality craftsmanship, expert knowledge, and a genuine love for music. Led by David, a musician with over 30 years of hands-on experience, First Strings offers hand-selected violins, violas, and cellos designed to elevate the sound and performance of musicians at all levels—from budding students to seasoned professionals.
But while the passion and product were there, the sales weren’t. That’s when First Strings came to us.
The Goal
When David approached us, First Strings had a modest stream of sales—mainly from accessories. Instrument sales, however, weren’t gaining traction. After digging deeper into the customer journey and site experience, we uncovered two major blockers:
- There were no videos demonstrating the sound, playability, or features of the instruments.
- Without a face behind the brand or expert guidance, customers hesitated to invest in high-ticket items like violins or cellos.
The goal was clear: build trust, showcase the instruments with rich content, and position First Strings as the expert-driven destination for orchestral string instruments in Australia.
Key Deliverables
To bring this vision to life, we implemented a comprehensive multi-channel growth strategy, including:
- Optimised Product Feed & Shopify Data
- Google Ads Strategy & Management
- Meta Ads Strategy & Management
- Klaviyo Email Marketing Management
- Full Website Revamp: We transitioned First Strings from a legacy Shopify theme with limited customisation to a modern, feature-rich theme that allowed us to bring the customer experience to life
The Goal
When David approached us, First Strings had a modest stream of sales—mainly from accessories. Instrument sales, however, weren’t gaining traction. After digging deeper into the customer journey and site experience, we uncovered two major blockers:
- There were no videos demonstrating the sound, playability, or features of the instruments.
- Without a face behind the brand or expert guidance, customers hesitated to invest in high-ticket items like violins or cellos.
The goal was clear: build trust, showcase the instruments with rich content, and position First Strings as the expert-driven destination for orchestral string instruments in Australia.
Key Deliverables
To bring this vision to life, we implemented a comprehensive multi-channel growth strategy, including:
- Optimised Product Feed & Shopify Data
- Google Ads Strategy & Management
- Meta Ads Strategy & Management
- Klaviyo Email Marketing Management
- Full Website Revamp: We transitioned First Strings from a legacy Shopify theme with limited customisation to a modern, feature-rich theme that allowed us to bring the customer experience to life
Solution
1. Website Overhaul for Education & Engagement
We completely redesigned the site, giving each instrument its own custom landing page with video content explaining the features, benefits, and sound of each product. We placed David front and centre in many of the videos, leveraging his decades of experience to create an authentic and trustworthy customer experience.
2. Meta Ads with a Face to the Brand
We launched Meta campaigns that focused on trust-building—featuring videos of David discussing instrument quality, what to look for when buying, and the story behind First Strings. These relatable, expert-led creatives became the backbone of the brand's digital presence.
3. Ongoing Google Ads & Email Marketing Strategy
While Meta pushed new traffic, Google Ads brought in high-intent buyers. Simultaneously, Klaviyo flows nurtured leads with educational content and restock reminders—keeping engagement strong across the funnel.
Outcome
The Outcome: Measurable Growth and a Resonating Brand
Since launching the new website, sales grew by 116%. Then, within just six months of launching Meta ads, we achieved a staggering 1216% return on ad spend (ROAS). Overall, First Strings has seen 112% year-on-year growth, proving that a combination of smart strategy, trust-building content, and technical upgrades can transform a brand's bottom line.
Solution
1. Website Overhaul for Education & Engagement
We completely redesigned the site, giving each instrument its own custom landing page with video content explaining the features, benefits, and sound of each product. We placed David front and centre in many of the videos, leveraging his decades of experience to create an authentic and trustworthy customer experience.
2. Meta Ads with a Face to the Brand
We launched Meta campaigns that focused on trust-building—featuring videos of David discussing instrument quality, what to look for when buying, and the story behind First Strings. These relatable, expert-led creatives became the backbone of the brand's digital presence.
3. Ongoing Google Ads & Email Marketing Strategy
While Meta pushed new traffic, Google Ads brought in high-intent buyers. Simultaneously, Klaviyo flows nurtured leads with educational content and restock reminders—keeping engagement strong across the funnel.
Outcome
The Outcome: Measurable Growth and a Resonating Brand
Since launching the new website, sales grew by 116%. Then, within just six months of launching Meta ads, we achieved a staggering 1216% return on ad spend (ROAS). Overall, First Strings has seen 112% year-on-year growth, proving that a combination of smart strategy, trust-building content, and technical upgrades can transform a brand's bottom line.
