Case Study
Jenny Soh Music School
Ad Platform Used:
Founded and operated from a home-based environment, Jenny Soh Music School offers personalised piano and music theory lessons in Singapore delivered by an experienced and passionate teacher. With no traditional studio setup, the lessons are held at the teacher’s home, creating a relaxed and comfortable atmosphere where students of all ages can deepen their musical skills and confidence.
Prior to engaging our agency, the business had never run paid advertising and maintained only a limited presence on social media. Our campaign marked the first time they leveraged paid ads, enabling them to reach new cold leads, build awareness, and fill lessons that were previously sourced solely through word-of-mouth.
Challenge #1
Jenny Soh Music School had almost no online presence and relied solely on word-of-mouth, making it difficult to attract new students beyond personal referrals.
Challenge #2
The business had never run paid ads before, so we had no existing data to work with, and had to deliver results quickly regardless.
Challenge #3
As a solo home-based teacher without a studio environment, it was harder to sell the learning experience visually through photos or videos for ads.
Focus on Bottom-of-Funnel (high intent) Prospects Instead of Top-of-Funnel (broad)
We went straight to people already looking for music lessons. This allowed us to skip wasted ad spend on cold audiences who need nurturing.
The downside to this strategy is the lack of trust, as prospects have not seen any educational/nurturing content from the studio.
Use Results-Based & Offer-Based Ads to Outcompete Competitors With Professional Studios
We advertised bold claims, backed by actual students results and testimonials. This builds trust without having educational content.
To get even more eyes on us, we offered lead magnets like free learning resources, past year papers etc. which worked like a charm.
Using "Ugly-Ads" to Create Simple, Native Visuals that Amplify the Message , Not Design
Instead of polished visuals, we used plain creatives that blend naturally into social feeds. The raw, native look grabs attention as they don’t feel like ads.
The minimal designs allowed the value proposition to stand out instantly with bold headers. They were fast to produce and easy to test.
Winning Ads
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