How Soul used 23 Douyin creators to position the app as a low-pressure confidant

From April 8–14, 2024, Soul ran the “在你眼中我是谁” (Who Am I in Your Eyes) hashtag through 23 Xingtu creator commissions, all video. The campaign used the Douyin arrival of the original singer of 《谁》 (Who) as its cultural hook. Head and mid-tier drama creators played multiple roles and used emotional short dramas, plot twists and comedy skits to stage family-of-origin conflict, friendships fading and romantic burnout. At the emotional turning point, Soul entered as a “树洞朋友”, a low-pressure listener, or a “学习搭子”, a study companion, rather than as a feature demonstration.

The work addressed urban professional women and Gen Z students, particularly young women seeking understanding and pressure-free conversation when offline relationships fall short. There was no discount, gift mechanism, urgency device or offline activation. Creators used spoken prompts to encourage app downloads and hashtag participation, while comment sections carried further download guidance. The campaign therefore stayed at awareness and consideration, linking virtual companionship with real friendship and self-recognition.