MB Guitars Campaign
MB Guitars is a UK based guitar brand run by Mike Bowes. Mike wanted Coda Music to produce some high quality photos and video of his guitars to use as marketing material across all website and social media platforms.
My role was to produce the content, manage the publication and track the results.
So, let me run through how I did that, and how I made this campaign a success with a purely organic approach.
“Based in the UK, MB Guitars craft handmade, vintage inspired “Fullerton” style guitars. Bodies, necks and pick guards are handmade to a variety of period correct specifications. Premium quality woods, hardware and electronics, including a variety of hand wound pickups, are available. Guitars are nitro finished and are available in a large variety of classic colours, with ageing options.”
I wrote this copy as part of the website content I put together for Coda Music’s MB Guitars marketing campaign.
The website is now the base for the content, along with the product listings.
The next step was getting the photography sorted.
We wanted the photos to stand out from the usual content whilst staying within the Coda brand.
I came up with the idea to use coloured light behind the guitar as a way to help the photo pop but also differentiate these from other guitar brands.
Once the guitars had there photos it was time to work on the videos.
I’ve been working with professional guitarist Gabriel for far too many years at this point but that means I know what he can do and how he works. Getting these product demos done needed to be efficient so working to a set schedule was key. We got four guitars recorded in two hours which gave us four long form videos for YouTube and another four short form videos for Instagram and TikTok.
When all said and done I had over a month of content to work with. We went with a strategy that spit the content across a wider time span to have maximum impact. We wanted to keep pushing MB Guitars instead of dropping everything in a one a done way.
The first set of photos went out on our Instagram and Facebook platforms as a collaboration with MB Guitars. This reached 16,215 views and Coda sold a few guitars from the last batch of 2025.
When the 2026 batch came through and we had all the videos ready to go, we started pumping out our #MBMondays content every Monday in July. There is not a widely used hashtag for #MBMondays but we wanted to make it our own thing. Every Monday got its own short video on Instagram, Facebook and TikTok. I also pushed a longer demo on YouTube. YouTube Shorts was then used to drop the short video on the Friday of that same week.
With the views from all platforms we reached a nice 39,215 people. This campaign was successfully shared and reposted 27 times. It engaged 908 people and ultimately led to the sale of multiple guitars from both the 2025 and 2026 batch.
The strategy was to show off these guitars to as many people as possible using organic methods. Engaging our social platform every Monday four times across the month of July created a real connection between Coda, MB and their customers.
We collaborated with Mike Bowes on every post which exploited both his audience and also that of Coda Music.
All of this content now sits on the MB Guitars brand page on the Coda Music website.