Bringing the Soul Master universe closer to gaming communities
ANBU delivered a KOL/KOC, social and launch PR campaign connecting IP fans with Vietnam's card-game audience.
Project capability overview. Detailed scope and verified performance data are shared in our credentials deck or during a direct consultation.
ANBU campaign scope
Project context
As Soul Land: Soul Master Duel entered Vietnam, ANBU translated its IP, 3D presentation and Soul Master system into accessible content themes. The launch needed to satisfy established fans while creating a clear entry point for new players.
Guiding insight
A strong IP creates instant awareness but also high expectations. Character references alone do not explain gameplay, while mechanics alone lose the Soul Land identity. Different creator groups therefore needed distinct explanatory roles.
Challenge
Turn interest in the source universe into game discovery while making its Soul Master and team systems approachable to new players.
Solution
ANBU structured creators in three layers: IP-fluent voices for world and character storytelling; gaming creators for Soul Master, skill and lineup education; and community creators for tactical challenges and summon moments. Reviews, beginner guides and trend-led short-form content kept the IP authentic while giving new players a clear path into the game.
What we did
From insight to execution, every workstream was designed to play a specific role in the launch and growth journey.
- 01Built a content architecture rooted in the Soul Master universe and original IP
- 02Developed content pillars around team building, characters and progression
- 03Designed creator and community formats that turn conversation into game discovery
The lasting idea
A three-layer creator structure protected IP depth while remaining accessible. Storytelling attracted fans, system content lowered onboarding barriers and community formats sustained conversation after launch.
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