Ujiie Bussan Builds Storytelling SNS Operation Model with Scenario Design and Generative AI

Ujiie Bussan Co., Ltd. (hereinafter "Ujiie Bussan") has built a "storytelling-type SNS operation model" that combines scenario design and generative AI.

Traditionally, the focus was on end-to-end design from strategy to measures, but this initiative designs even the very type of communication in an end-to-end manner.

When visualizing a brand, we first establish concepts and organize facts.

We then identify factors that can differentiate the brand, and in this process, we sharpen its unique appeal by combining various variables such as market background, customer understanding, and articulating the inherent charm of the brand itself.

Similarly, in this case, we capture the image of consumers on the purchasing side of the posted content, their families, their feelings after purchase, and the scenery they see, adding these variables as stories even in fragments of communication to sharpen the narrative.

By treating fragments of life as stories and designing them to include their background, we clearly reconstruct the relationship between the brand and consumers.

Furthermore, by combining generative AI, it becomes possible to scale this storytelling in-house at an astonishing speed, allowing us to build a worldview from the details, and dramatically expanding the scope of communication.

■ The Concept of "Designing" Storytelling

We capture fragments of life and express the stories behind them. This expression is not just a snapshot of a moment, but is structured as a "flow" that includes the preceding and succeeding context and emotions.

The perspectives and words that form the starting point of such stories are born from human thought, backed by daily observation and experience.

Then, by developing and expanding scenarios designed based on this thinking with generative AI, stories gain greater breadth.

Ujiie Bussan has systematized this storytelling into "scenario design," not limiting it to individual sensibility, but combining human thought and generative AI to evoke intuitively relatable narratives.

■ "Scalable Story Development" with Generative AI

By utilizing generative AI, stories are developed not as one-offs, but continuously.

・Planning (Scenario Design)

・Visual Generation

・Video Generation

・Post Design

We have established a system where these elements are designed end-to-end as someone's story in a single bundle, and can be executed rapidly in-house.

Furthermore, by creating weekly dashboards and accumulating and analyzing reaction and contact data for each story, we continuously improve the accuracy of the narrative and develop the continuation of the story.

As a result, storytelling has evolved from "expression" to an "operable structure." This structure leads to concrete results in SNS operations as well.

■ Towards SNS Operation that Enhances Brand Value

In this initiative, we will continuously provide brand value through SNS, a touchpoint that allows for daily interaction.

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