The setup
Brands change faces more often than they admit, and the change is never just a casting decision. A long-running spokesperson accumulates parasocial equity: some slice of your audience is loyal to the person, not the product. Replace the person and that equity has to go somewhere — into the new face, into nostalgia, or into a grievance.
This scenario stages the swap. The decision is the replacement itself, already made; what’s open is how it gets communicated, and the default plan — say nothing, just launch the new campaign — is the one under test. The audiences are the attached fans, the indifferent majority, the media that covers such changes as drama, and the new spokesperson’s own following, arriving with its own expectations. The trigger is the launch video. The horizon is ten rounds, enough for an explanation vacuum to fill itself.
Communication vacuums are exactly what multi-agent simulation is built for: when you announce nothing, audiences co-author the story, and the story they settle on emerges from interaction, not from any single commenter. Watching that emergence in a simulated run is considerably cheaper than watching it in your mentions.
The prompt
Copy this into MiroFish as your scenario question, swapping the specifics for your own:
A consumer brand ends a six-year run with its lead spokesperson and introduces a new one in a launch video on day 1. No public explanation is planned. Simulate ten rounds of reaction across: the loyal fanbase attached to the outgoing spokesperson, casual customers, entertainment media, and the incoming spokesperson's existing audience. Tell me whether 'quiet replacement' holds or a 'forced exit' theory takes over, which cluster drives the dominant frame, and how the picture changes if the outgoing spokesperson posts a warm handover message within 24 hours.
Seed files that help
- Bios and a short history of both spokespersons, including anything contentious — agents need the same ammunition real audiences would have.
- The launch video script or storyboard, since tone (celebratory vs. businesslike) changes how the change is read.
- A handful of recent fan comments about the outgoing spokesperson, so the graph weighs the attachment correctly.
What to look for in the report
- The vacuum effect: with no official explanation, watch how fast agents invent one — and which invention wins.
- Defection vs. protest: whether attached fans leave quietly, stay and complain, or convert into organized opposition.
- Audience transfer: how much of the incoming spokesperson's following actually moves over, and whether it antagonizes the old base.
- The handover counterfactual: the report's comparison of silence versus a same-day goodbye post is usually the actionable finding.