WakeOne
WakeOne focused on activating X’s real time features to build anticipation, trigger fan participation, and amplify key release moments organically for Zerobaseone’s album launch.
14M
Impressions
+90%
Mention growth
66K
Reposts within 24hr
About WakeOne
WakeOne is a Korea based entertainment agency specializing in artist management, music production, content creation, and global promotion. It supports artists across talent development, multimedia content distribution, and international fan engagement.
WakeOne positions itself as a next generation entertainment agency focused on building globally competitive K pop acts. Through Zerobaseone, a fast rising fifth generation boy group, WakeOne demonstrates its mission to scale artists with strong international fandom, leveraging survival show momentum, high album sales, and social media driven fan communities.
Campaign Objective
The primary objective was to maximize viral exposure on X ahead of Zerobaseone’s album launch, using the teasing and launch phases to drive large scale conversation and global fan engagement. WakeOne focused on activating X’s real time features to build anticipation, trigger fan participation, and amplify key release moments organically.
A core expectation was to increase Spotify streams in the two weeks following release compared to the previous comeback. The campaign also aimed to expand reach beyond existing fans, strengthen Zerobaseone’s position as a fast rising fifth generation boy group, and reinforce X as a primary platform for international fandom discussion during major launches.
The Solution
To meet WakeOne’s need for rapid scale and high visibility, the campaign focused on products built for viral impact. Branded Notifications, Hashfetti, and Hashmoji were selected to trigger fan participation and amplify organic sharing, while multiple takeover formats were deployed across key dates to sustain conversation momentum around the launch.
X partnered closely with WakeOne through early idea sharing sessions held months before launch. Together, we aligned on timing, creative direction, and product use, enabling the client to produce exclusive content optimized for X’s interactive formats and real time fan behavior.
The campaign targeted K pop interested users, particularly Zerobaseone fans active in related conversations. The core audience was primarily female, aged 18 to 34, with strong engagement around music and emotionally driven topics.
The Results
The campaign delivered strong and sustained engagement, with conversation and search volumes closely aligned with key media activations. Overall conversation volume more than doubled compared to the previous period. At peak, ZEROBASEONE generated 14K+ mentions, 16K+ Hashmoji related mentions, more than 1K posts, and 66K reposts, representing a 107% increase versus the prior weekly average.
These results exceeded the initial objective of maximizing viral exposure and conversation volume ahead of launch, while sustaining momentum beyond a single peak moment.
A key upside was strong paid and organic synergy. Hashmoji and Hashfetti drove fan led organic sharing, resulting in organic mentions remaining over 90 percent higher one month post campaign, delivering long term fandom engagement.
“Overall, we believe the biggest achievement of this X campaign was maximizing exposure for ZB1’s comeback content and successfully driving organic user actions. Internally, we also had an ambitious target for Spotify streaming numbers, and we were able to exceed that goal. From the early planning stages, we worked closely with the X team to combine various solutions throughout the entire campaign period, which allowed us to continuously boost the content on X. Thank you very much for all your support!”