YAMAHA
Make yourself heard
Challenge
Challenge
![Arrow-Down-Blue Blue Triangle](https://www.carlnann.com/wp-content/uploads/2020/04/Arrow-Down-Blue.png)
Teenagers are possibly the most complex target group of all. How can they be inspired to choose a musical instrument from YAMAHA? You need something that speaks to their young and high-spirited teenage souls.
Idea
Idea
![Arrow-Down-Blue Blue Triangle](https://www.carlnann.com/wp-content/uploads/2020/04/Arrow-Down-Blue.png)
Talking about teenage souls: we decided not to talk about the technical features of the instruments, but rather about their emotional impact. In a turbulent stage of life, full of inner conflicts, music can help young people to express their thoughts and feelings whenever they can’t find the right words. This was the idea behind our campaign slogan: ‘Make yourself heard.’
Success
Success
![Arrow-Down-Blue Blue Triangle](https://www.carlnann.com/wp-content/uploads/2020/04/Arrow-Down-Blue.png)
The response was amazing. The view-through rate and number of interactions surpassed all our targets. There was a significant sales uplift. The number of views even continued to grow organically after the end of the campaign – and now stands at just under 12 million. This proves that we connected with their souls.
![CarlNann_WS_Case_Yamaha_Bild_Wide Boy plays guitar while sitting on the sofa with a girl, they both look at each other and smile, text "make yourself heared"](https://www.carlnann.com/wp-content/uploads/2020/05/CarlNann_WS_Case_Yamaha_Bild_Wide.png)
We made our-
selves heard
Thanks to a variety of story ads, our landing page was just a swipe away.
We made ourselves heard
Thanks to a variety of story ads, our landing page was just a swipe away.
![CarlNann_WS_Case_Yamaha_swipeup_02 Girl with freckles, Line "Make yourself heared"](https://www.carlnann.com/wp-content/uploads/2020/06/CarlNann_WS_Case_Yamaha_swipeup_02.gif)
![CarlNann_WS_Case_Yamaha_swipeup_03 Girl is sitting in front of a keyboard, around her a group of teenagers, everybody is smiling into the camera](https://www.carlnann.com/wp-content/uploads/2020/06/CarlNann_WS_Case_Yamaha_swipeup_03.gif)
![CarlNann_WS_Case_Yamaha_swipeup_01 Teenagerband playing in musicroom, font: "make yourself heared"](https://www.carlnann.com/wp-content/uploads/2020/06/CarlNann_WS_Case_Yamaha_swipeup_01.gif)
![CarlNann_VS_Case_Yamaha_Website Website Mockup Yamaha Make yourself heared](https://www.carlnann.com/wp-content/uploads/2020/06/CarlNann_VS_Case_Yamaha_Website.gif)
Home of the music.
The details of the instruments were supplemented with plenty of bonus material, such as interviews with our protagonists and background info on the ‘Make yourself heard’ campaign.
more more more
more more more
![Arrow-Down-Blue Blue Triangle](https://www.carlnann.com/wp-content/uploads/2020/04/Arrow-Down-Blue.png)