MUTESIC was introduced via the China Vice Website directing people to Noisey. Target consumers were given an opportunity to trial the add-on and take part in a video interview to talk about their experience with it. The “interviews” were shown on the Noisey website and shared through WeChat.

MUTESIC is widely accessible so music lovers can download it on major app channels. Hence it reaches out to greater user base who helps spread the word on various major media like Douban, Weibo & Youku etc. without any media expenditure. MUTESIC is so well received that it’s a promoting media itself.

In less than 30 days:

• Over 3.8 million media impressions

• 55,988 Shares on Social Media

• Over 20,000 Downlaods

• Over 150 pieces of media coverage

• Followers on Douban (China’s most popular interests based SNS), Weibo and Youku (China’s equivalent of Facebook and Youtube) increased by 68%, 80% and 54% respectively.