{"ok":true,"case":{"id":41,"category_id":6,"slug":"soul","brand":"Soul","title":"Soul: Finding resonance beyond the profile","summary":"Soul is framed around interest-led expression, emotional resonance and meeting people through shared inner worlds.","markets":"China","platforms":"TikTok · Instagram · RED","challenge_text":"Soul's proposed content direction centres on shared interests, self-expression and the possibility of a meaningful conversation. The challenge is to make that emotional proposition concrete without promising connection on demand. A viewer should be able to understand what kind of expression or exchange the creator is exploring, while recognising that another person's response cannot be guaranteed by a platform story.\n\nAn interest-led approach also needs more detail than a general claim about finding people who understand you. The story should show why an interest matters, how someone chooses to express it and what makes a conversation worth continuing. Emotional safety would be a communication aim, not a verified product outcome. No invented encounter, private message or simulated response should be presented as proof that a creator has formed a real relationship through the platform.","strategy_text":"Interest diaries could provide the starting material: a small pursuit, an opinion or a creative habit that reveals something about the person behind the profile. Avatar expression could then explore how someone wants to present that interest. Conversation-led storytelling would connect the two by considering what a thoughtful opening or response might look like, without scripting an ideal relationship as the inevitable ending.\n\nCreators should be selected for reflective storytelling and their ability to discuss personal boundaries in a natural voice. The aim is not to turn every account into the same confessional narrative. Some could be playful, others more observational, provided that the emotional meaning is grounded in their own perspective. Local adaptation should account for differences in conversational tone and comfort with self-disclosure. Any illustrative exchange would need clear framing so viewers can distinguish a creative example from an actual interaction.","execution_text":"The proposed workflow would begin with an interest and an editorial boundary: what the creator is comfortable sharing, what remains private and what the piece should help a viewer understand. BlueStorm could coordinate matching, briefing and local language review, with the creator retaining a clear opportunity to correct material that misrepresents their experience. A personal story should not be expanded beyond what the person can support.\n\nTikTok and Instagram could focus on a recognisable moment of self-expression, while YouTube could give more room to explain why an interest or conversation matters. Avatar-focused edits should stay within confirmed material rather than suggest unverified capabilities. If another person's words or profile appear, consent and an appropriate treatment of identifying details would need to be resolved before use. Review should check the invitation as carefully as the story: it can encourage thoughtful exploration, but should not pressure viewers to disclose more than they want or imply that participation will resolve loneliness. The content should leave room for personal choice.","results_text":"Useful evaluation would look for whether audiences recognise the intended form of expression and discuss it with specificity. Responses about a shared interest, questions about how to begin a conversation and saves of a relatable idea may offer more insight than a broad positive sentiment score. Any measurement of exploration or continued participation would require an agreed source; emotional benefit cannot be inferred from a view or a click.\n\nIf comments focus on a guaranteed romantic outcome or treat an illustrative exchange as a real testimonial, the framing needs correction. If the story attracts sympathy but leaves the platform's proposed role unclear, the next version should connect the interest, expression and invitation more directly. Learning should guide a more precise story, not a stronger emotional promise. The next story could begin with the interest viewers actually discuss, giving a more specific reason to express themselves without predicting how another person will respond.","metric_1_value":"6250000","metric_1_label":"Views","metric_2_value":"28","metric_2_label":"Creators","metric_3_value":"8%","metric_3_label":"New-user next-day retention increase","logo_path":"/brand-logos/soul.png","cover_path":"","is_demo":0,"case_type":"real","reporting_scope":"2025-10-01 to 2026-08-31. Platforms: TikTok, Instagram, RED. Total views of project creator content, including paid promotion. Unique creators who participated and published interest diaries, avatar expression or conversation-led stories. Recorded totals: 6,250,000 views; 28 creators.","category_name":"Social & Communities","category_slug":"social-communities","translation_incomplete":0,"metrics":[{"value":"6.25M","label":"Views"},{"value":"28","label":"Creators"},{"value":"8%","label":"New-user next-day retention increase"}]},"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":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","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"}]}]}