Soul App
Rebranding China’s social networking app
brief
To resonate more with its users, Soul App wanted to rebrand itself and showcase more of what it stands for. It wanted to focus on demonstrating that it is warm, real and interesting, setting Soul App apart from its competition with the launch of a new creative campaign.
Our team pitched for the business before China’s October national holidays, and won with our unique creative idea and seamless integration with execution and delivery. Everything moved very quickly from there on. In just a week, we were able to develop the creative idea further and obtain client approval on the creative direction and storyboard. The following week was focused on production, with everything from the location scouting, casting PPMs and the actual shoot itself. Working very closely with a young, budding director, our team delivered everything within six weeks of winning the pitch, which is testament to the power of our seamless integration of skills and talent to deliver time-sensitive agile content solutions for our clients.
Three videos were placed on Douyin (TikTok) on three consecutive days, receiving positive feedback and more than 100,000 likes, driving engagement with current and new customers alike. With the success of the campaign driven by these results, the client has briefed us on five additional adaptations and extended the duration of the campaign.