Sonnet Son
Sonnet Son (Son Seung-yeon) is a leading South Korean vocalist and musical theatre actress, widely recognised for her exceptional vocal range and technical precision. After winning the first season of The Voice of Korea in 2012, she went on to gain international attention through her viral cover of Let It Go and her historic eight-win streak on King of Mask Singer.
Fan Growth & Spotify Impact
2.3k
more song saves generated across two campaign bursts
33%
of new streams came from listeners’ own playlists and saved libraries
14%
of new streams came from Spotify algorithmic playlists
11%
of new streams came directly via Sonnet Sons’s profile or catalogue
Audience Growth In Key Markets
Paid Social Performance
4.05%
Click-through rate, compared with a Facebook Ads average of 1.2%
40,047
Users reached
2.1k
Instagram likes
2,027
Link clicks
40%
Hook rate
47,440
Video playsAd 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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