Background
This year, PRS Guitars celebrates 40 years of uncompromising craftsmanship, innovation, and artistry. A cornerstone in premium guitar manufacturing, PRS Guitars is revered by professional musicians around the world for instruments that deliver both sonic excellence and timeless design. The brand built its reputation not through flashy advertising but through a deep commitment to quality and artist relationships. Social House, Inc. partnered with PRS to usher in the next chapter of its legacy—crafting strategic brand awareness and performance marketing campaigns that honored the brand’s ethos while delivering measurable business impact.
Strategy
Our mission was simple yet nuanced: honor PRS Guitars' craftsman heritage while expanding their digital footprint and connect with a wider community of musicians. Social House developed a full-funnel digital media strategy rooted in audience discovery, performance data, and platform-native storytelling. We activated across Meta, Google, and Reddit to build awareness, re-engage high-intent prospects, and drive measurable conversions for PRS’s DTC accessories line. Our approach combined value-led messaging, artist-aligned creative, and keyword-based targeting to bring more users into the PRS ecosystem while optimizing performance across each stage of the funnel. The result was a scalable media engine that upheld the brand’s premium positioning and legacy while delivering both reach and return.
Media Approach
Our media strategy was guided by PRS Guitars’ core values and built around what truly sets the brand apart: masterful craftsmanship, partnerships with legendary artists, and an enduring commitment to tone. Rather than just leaning on technical specs, we focused on storytelling that reflected the brand’s legacy and artistry. Our campaigns uncovered clear patterns—searches tied to signature artist models drove the highest engagement and conversion, particularly on Google. On Meta, branded storytelling content delivered exceptional cost efficiency and video completion rates, while Reddit allowed us to connect authentically with gear-savvy communities. We also supported PRS’s DTC accessories with evergreen campaigns delivering 3x+ ROAS, creating a more consistent revenue channel. While younger users showed growing interest, the highest purchase volume came from players 45 and older, allowing us to optimize spend while steadily nurturing future audiences.
Impact
The campaign’s performance exceeded expectations. Over the last 10 months, PRS Guitars reached more than 10 million people through digital channels, drove over 400,000 website visits, and maintained a consistent 3x return on ad spend. Beyond the numbers, the initiative helped PRS forge meaningful connections with new audience segments—expanding its reach while staying true to its identity. As the brand celebrates 40 years of craftsmanship, tone, and innovation, PRS Guitars now resonates just as powerfully with its core enthusiasts as it does with a new generation of players.