Briefing:

Positioning of Let’s Sing 2017 with German hits as THE karaoke party game during the 2016/2017 Christmas season in the young, pop music-loving target group. The following USPs were to be highlighted in particular: the game with the latest, exclusive chart hits, in this edition for the first time with very popular German songs, child’s play operation and real party fun.

Approach:

In order to reach the young core target group of children aged 12 and up and young adults (with a focus on women) in the best possible and most credible way, we focused on YouTube as the main channel for the campaign and selected four hip, music-savvy lifestyle YouTubers. These were provided with the product, and there were no additional fees.

Results:

Reach of the campaign (impressions):
YouTube: 267,009; social media: 304,519 with a total of four YouTube videos, one Instagram story, four Facebook and three Twitter posts. The response was very positive.