{"ok":true,"case":{"id":44,"category_id":6,"slug":"discord","brand":"Discord","title":"Discord: Giving communities a reason to belong","summary":"Community leaders turn Discord servers into participatory spaces with rituals, access and conversation beyond campaign moments.","markets":"United States · Europe","platforms":"YouTube · TikTok · Instagram · X","challenge_text":"This Discord concept begins with the difference between joining a server and knowing how to participate. A campaign can attract arrivals, but a new member may still be unsure where to introduce themselves, which conversation welcomes their interests or what happens after the launch moment. Access alone does not create a sense of belonging.\n\nThe challenge is to design a creator story around participation that can continue at a manageable pace. Gaming, creator and interest communities have different expectations of conversation and involvement. The proposed programme needs to make those expectations understandable without promising constant access to a creator or presenting a busy launch as evidence of a healthy, sustained community.","strategy_text":"Start with the role a member can meaningfully take, then connect creator content to that invitation. An event can give people a shared reason to return; an AMA can open a focused conversation; co-creation can offer a defined contribution. These formats need a purpose that members can describe, rather than operate as isolated attractions added to a server.\n\nCommunity leaders should be considered for facilitation as well as audience reach. The ability to welcome a question, connect related interests and maintain a clear discussion matters after the promotional asset has finished. Role-based access can help structure a proposed experience where appropriate, but the content must explain its purpose and avoid turning unclear restrictions into manufactured exclusivity.\n\nDesign the journey from an outside social post to an initial contribution. A prospective member should understand the community theme, the immediate activity and what participation asks of them. The creator's invitation and the actual destination need to tell the same story. An invitation can name an immediate contribution and a natural next visit. The point is to make participation understandable, not to require every new member to become active in the same way.","execution_text":"Before inviting an audience, map the first steps from arrival to a suitable conversation. Prepare clear introductions, an understandable activity schedule and the people needed to facilitate the proposed experience. A community event should fit the team's ability to support it, rather than depend on an intensity that cannot be maintained once promotion ends.\n\nCreator assets can preview a discussion topic or explain what members are invited to make together. Demonstrations should use appropriate illustrative material until real participants have agreed to appear. For an AMA, clarify the topic and intended form of participation; for co-creation, define how contributions will be considered and what the activity is expected to produce. Observe where participation becomes difficult during any authorised pilot. Confusing entry instructions, unanswered questions or an unclear next activity can all interrupt the journey. Adjust the invitation and the community experience together. Public follow-up stories should reflect what actually happened and respect member context, rather than turn private conversation into promotional proof by default.","results_text":"The proposed learning framework separates arrivals from meaningful participation. First contributions, return to relevant activities and the substance of member conversation can help describe engagement when collected appropriately. A larger membership count on its own says little about whether people understand their role or find a reason to come back.\n\nIf many people arrive but few know where to begin, improve the welcome and initial invitation before adding another event. If participation depends entirely on the creator being present, examine whether members have worthwhile ways to interact with each other. The next cycle can test a simpler recurring activity or a clearer member role, checking whether participation remains understandable when the launch excitement and constant creator presence are absent.","metric_1_value":"1580000","metric_1_label":"Views","metric_2_value":"22","metric_2_label":"Creators","metric_3_value":"45000","metric_3_label":"New server members","logo_path":"/brand-logos/discord.png","cover_path":"","is_demo":0,"case_type":"real","reporting_scope":"2025-09-15 to 2026-07-31. Platforms: YouTube, TikTok, Instagram, X (Twitter). Total views of project creator content, including paid promotion. Unique creators who participated and published community management or feature content. Recorded totals: 1,580,000 views; 22 creators.","category_name":"Social & Communities","category_slug":"social-communities","translation_incomplete":0,"metrics":[{"value":"1.58M","label":"Views"},{"value":"22","label":"Creators"},{"value":"45K","label":"New server members"}]},"related":[{"id":46,"category_id":6,"slug":"lemon8","brand":"Lemon8","title":"Lemon8: Useful lifestyle inspiration worth saving","summary":"Lemon8 creators package beauty, food, travel and wellbeing knowledge into polished, searchable and saveable guides.","markets":"United States · Japan · Southeast Asia","platforms":"TikTok · Instagram · Lemon8","logo_path":"/brand-logos/lemon8.png","cover_path":"","is_demo":0,"case_type":"real","reporting_scope":"2026-02-01 to 2026-10-10. Platforms: TikTok, Instagram, Lemon8. Total views of project creator content, including paid promotion. Unique creators who participated and published lifestyle, beauty, travel or food guides. Recorded totals: 2,150,000 views; 25 creators.","category_name":"Social & Communities","category_slug":"social-communities","translation_incomplete":0,"metrics":[{"value":"2.15M","label":"Views"},{"value":"25","label":"Creators"},{"value":"485K","label":"Content saves"}]},{"id":45,"category_id":6,"slug":"red","brand":"RED","title":"RED: Trust built through lived experience","summary":"RED content uses detailed personal experience, peer recommendations and culturally specific utility to earn consideration.","markets":"Southeast Asia · China","platforms":"RED · TikTok · Instagram","logo_path":"/brand-logos/red.png","cover_path":"","is_demo":0,"case_type":"real","reporting_scope":"2026-01-01 to 2026-09-30. Platforms: RED, TikTok, Instagram. Total views of project creator content, including paid promotion. Unique creators who participated and published experience diaries, product comparisons or local lifestyle guides. Recorded totals: 542,000 views; 12 creators.","category_name":"Social & Communities","category_slug":"social-communities","translation_incomplete":0,"metrics":[{"value":"542K","label":"Views"},{"value":"12","label":"Creators"},{"value":"128K","label":"Post saves"}]},{"id":43,"category_id":6,"slug":"bumble","brand":"Bumble","title":"Bumble: Starting better conversations with confidence","summary":"Bumble stories focus on intentional connection, safer interaction and the confidence to make the first move.","markets":"United States · United Kingdom · Australia","platforms":"TikTok · Instagram · YouTube","logo_path":"/brand-logos/bumble.png","cover_path":"","is_demo":0,"case_type":"real","reporting_scope":"2025-09-01 to 2026-06-30. Platforms: TikTok, Instagram, YouTube. Total views of project creator content, including paid promotion. Unique creators who have published project content. Recorded totals: 2,185,000 views; 18 creators.","category_name":"Social & Communities","category_slug":"social-communities","translation_incomplete":0,"metrics":[{"value":"2.185M","label":"Views"},{"value":"18","label":"Creators"},{"value":"87%","label":"Positive brand mention rate"}]}]}