Simply

The Objective

Amplifying self-expression through cultural relevance

At the start of Q1 2025, Simply Sing, an interactive singing education app, set out to inspire more people to embrace their love of singing. The brand’s mission to make learning fun and confidence-building aligned perfectly with the new-year mindset, when audiences are eager to invest in themselves and explore new skills.

Recognizing a fast-growing trend within TikTok’s singing education niche, Simply’s in-house creative team acted quickly, using culture-driven storytelling to attract new users and show how anyone can boost their singing confidence, regardless of skill level.

The Solution

Turning trends into performance with creative agility and Smart+

Simply Sing launched Yaya, a campaign inspired by a viral TikTok sound that resonated across music-loving communities. Within hours of identifying the trend, the team produced and published its first video, and after seeing immediate traction, quickly developed multiple creative iterations to maintain momentum.

To maximize efficiency and reach, the brand integrated TikTok’s Smart+ campaign format, leveraging AI-powered automation to identify high-intent audiences and optimize delivery in real time. This combination of creative velocity and Smart+ optimization turned a fleeting cultural moment into a scalable growth opportunity.

The Results

Driving efficiency and engagement at scale

The Yaya campaign became Simply Sing’s best-performing activation to date, demonstrating how agility and automation can deliver meaningful business outcomes:

• CPA: decreased by 11.4%

• CPI: decreased by 30%

• CTR: increased by 118%

By blending trend-based creativity with TikTok’s AI capabilities, Simply Sing proved that staying in tune with culture can drive both inspiration and performance.