Situation: Children don’t always learn music with love and admiration. It can sometimes feel forced and artificial when applied through modern digital devices. JoyTunes connects digital devices with real pianos to give students and instructors an authentic music learning experience.

Strategy: By capturing young students in learning scenarios, we were able to demonstrate the power of JoyTunes through video performances and testimonials from instructors and parents. We complemented this approach with significant content marketing, thematic pitches to top reporters, analyst briefings, and social media programs.

Results: Our initial broadcast coverage went viral, and Joytunes appeared on most of the country’s top news stations such as Fox, NBC and others. We also secured coverage in hundreds of top-tier and trade publications, helping the company earn awards and maximize valuation. JoyTunes ultimately reached #1 on the App Store and was considered the leading piano app in the U.S.