JULIO REGALADO: THE AVATAR
JULIO REGALADO: THE AVATAR
Soriana transformed Julio Regalado into the first custom TikTok Symphony avatar in Latin America, scaling an iconic seasonal character into an AON content engine built to react to culture and its community in real time.
THE GOAL
Every summer, Soriana’s iconic Julio Regalado becomes the face of one of Mexico’s most recognisable retail seasons. But with hundreds of promotions to communicate, the challenge was to scale content production while keeping the character instantly recognisable, relevant and engaging.
Soriana partnered with TikTok to explore how GenAI could turn a beloved brand asset into a scalable content engine without losing the authenticity audiences already knew.
THE SOLUTION
Using TikTok Symphony, Soriana transformed Julio Regalado into the first custom AI avatar created by a brand in Latin America on TikTok.
The avatar enabled Soriana to produce content at scale while maintaining a consistent and recognisable brand presence throughout the season. Beyond volume, it opened the door to more responsive storytelling, allowing the brand to create content inspired by audience conversations and strengthen its connection with the TikTok community.
THE RESULTS
Avatar-led creative outperformed content without the avatar across key metrics:
72% Share of Search — reaching #1 at peak activation
59% higher 6s VTR
42% more efficient 6s CPV
38% higher Engagement Rate
12.7M+ 6-second video views
By combining an iconic brand character with GenAI, Soriana proved that creative scale could strengthen both performance and brand attention.