| Method | Description | Rationale | |---|---|---| | (n = 12) | Conducted with Hilda, her creative team, and three core collaborators (fashion designer, music producer, wellness coach). | Provides insider perspectives on intentional brand strategies. | | Participant observation | Attended three flagship events: Bunga Mekong (spring fashion show, 2025), Sang Sok (music‑festival‑tour, 2025), and Zen River (wellness retreat, 2025). | Allows triangulation of public persona vs. backstage practice. | | Content analysis | Systematic coding of 1,254 Instagram posts, 378 TikTok videos, and 62 YouTube vlogs (Jan 2024–Dec 2025). | Quantifies themes, visual motifs, and engagement metrics. | | Surveys | Online questionnaire (N = 2,134) distributed via Hilda’s fan‑mailing list. | Captures audience perception, demographic spread, and consumption behaviours. |
Cumulative 12 M followers across platforms; average engagement rate 9.6 % (industry benchmark 4 %). The AR filter alone generated 2.1 M uses in its first month. Hilda Sange Berat Colmek Bugil Ngankang Pake Dildo Ah