Initial Situation

Smule was founded in 2018 in San Francisco, USA and has become the leading social music and karaoke app worldwide. With over 50 million active monthly users, Smule has already gained a foothold in multiple international markets. Germany is to be further expanded as a core market and brand awareness is to be increased.


The development and implementation of a TV campaign, in addition to a deep 360° integration with “The Voice of Germany”. The integration of the core message into the “The Voice of Germany” trailer. Operative support including the conception and implementation of the TV spot, market insights and advice regarding music selection.


A significant rise in app downloads and an increase in brand awareness of more than 70% in the first few months following the launch of the campaign