Make Out Monday
Make Out Monday returned after a period without releasing music with the goal of reconnecting with their audience and rebuilding the momentum achieved through their earlier, more consistent release schedule.
For Back to the Feeling , we developed an integrated campaign combining nostalgic creative direction, high-quality press coverage, strategic playlisting and conversion-focused advertising.
The objective was not simply to generate a short-term increase in streams, but to attract high-intent listeners, encourage repeat engagement and build an audience that would remain active beyond the campaign.
Audience Growth & Spotify Impact
10k+
new monthly listeners gained within six weeks
12.08%
listener-to-fan conversion rate
18.2%
listener intent rate from saves and playlist additions
8.12K
additional monthly listeners sustained after the campaign
Reactivating an Established Audience
Make Out Monday had previously built a strong audience through regular releases, but a period of reduced activity meant that listener momentum had begun to slow.
The campaign was designed to reconnect the band with previous fans while introducing “Back to the Feeling” to a larger pool of relevant indie-rock listeners. To achieve this, we combined four connected areas of activity:
a distinctive visual campaign rooted in nostalgia
targeted press coverage that reintroduced the band and strengthened credibility
playlisting designed to increase discovery
conversion advertising focused on attracting listeners likely to save, revisit and explore more of the band’s catalogue
The aim was to rebuild both visibility and meaningful listener behaviour, giving Spotify stronger audience signals that could support continued recommendation after the campaign ended.
A creative concept built around nostalgia
The title and emotional theme of “Back to the Feeling” created an opportunity to build a visual campaign around nostalgia, memory and reconnecting with an earlier version of yourself.
The release coincided with the 40th anniversary of Back to the Future, giving the campaign a timely cultural reference. Make Out Monday incorporated a film-inspired lookalike car, cassette tapes and other retro details into the music video and supporting social content.
These visual elements gave the campaign a recognisable identity and helped communicate the song’s themes before listeners had even heard the track.
Ad Asset Creation
Media prep
Our ads team worked with Sonnet Son to gather her best visual assets in preparation for the video editing phase.
Video editing
Leslie then generated nine unique video edits in Adobe After FX, optimising for Instagram/Facebook Reels, Stories and Feed formats.
Review & feedback
First cuts were shared with the team and client for review, a Pro package inclusion. Feedback was passed back to the editor ahead of final revisions.
Copy & publish
Assets were uploaded to Meta and distributed across appropriate ad sets. Multiple copy variations were created for each ad to support testing.
Geographical performance
Spotify for Artists data showed a clear geographical impact across the campaign’s target markets, particularly in Canada, Germany, the UK and the United States. Promotion began on 13 November 2025, and the campaign ran in two bursts. The data showed two distinct peaks in performance, directly reflecting those bursts of paid activity. Across all four regions, the uplift in stream volume clearly demonstrated the campaign’s effectiveness in driving awareness and listening activity in Europe and North America.
Long-Term Engagement
Song Saves
This first chart shows actions listeners took. The chart to your right shows where the listeners originated from. These listeners were generated from the paid ads campaign, and as you can see, they continue to engage with the track long after they viewed the creative on Instagram/Facebook.
Campaign Summary
Across both campaign bursts, the results showed a strong mix of paid media performance, audience engagement and genuine long-term listener growth.
The campaign delivered over 2,300 song saves, helping turn new listeners into real fans. The ads also generated over 2,100 Instagram likes, alongside more than 23 positive and authentic comments across platforms. Paid performance remained consistently strong, with a 4.06% click-through rate, 283% higher than the average on Facebook Ads.
Most importantly, the campaign drove a meaningful increase in high-quality streams from Europe and North America. Spotify data showed that 33% of Sonnet Sons’s listeners were now listening from their saved songs library or personal playlists, a strong sign of genuine audience connection and repeat listening behaviour.
Combined with playlisting support, the conversion campaign also helped the track reach Discover Weekly. In addition to the immediate performance uplift, the campaign generated valuable audience data inside Facebook Ads, creating a stronger foundation for future campaigns and remarketing activity.
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