Artificial or virtual influencers are computer-generated characters designed to look like real people and used by brands to promote products or services on social media platforms. Brands use these virtual influencers to create highly targeted and personalized content to resonate with specific audiences. Below are some prominent uses of these influencers.
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Alibaba X Noonoouri
China’s largest e-commerce company, Alibaba, has tapped the computer-generated influencer Noonoouri for Tmall Luxury Pavilion while also launching a new mobile game for the figure, as it upgrades content offerings to drive more brand engagement. The digitally-generated influencer will be “traveling” to a new city each week, wearing designer clothes and luxury handbags. British brand Mulberry was the first brand to collaborate with Tmall Luxury Pavilion and Noonoouri.
BORA X ION GÖTLICH
Göttlich joins BORA to reinforce the lead-out train for former world champion Peter Sagan at the Tour de France. Eurosport tracked and chronicled Göttlich’s progress.
Gucci X Guggimon & Janky (Superplastic)
SUPERPLASTIC collaborated with luxury powerhouse Gucci to make SUPERGUCCI. Holders of the SUPERGUCCI Janky NFT received a new Gucci Love Parade-inspired Guggimon NFT. SUPERPLASTIC and Gucci announced the first iteration of the project, which combined vibrant Gucci patterns with SUPERPLASTIC’s lively pair of animated characters, Janky and Guggimon. The brand’s Janky & Guggimon NFTs have sold for over $20 million in total, with SUPERGUCCI’s current resale floor price at 2.37 ETH (around $4,000).
IKEA X Imma
Ikea’s Harajuku Tokyo location partnered with Imma, a virtual influencer, to explore the concept of “happiness at home.” Over three days, those passing by the first floor could peer into Imma’s living room, watching as she lounged on a couch, mindlessly browsing her phone. Meanwhile, a view into her bedroom was streamed on a screen on the second floor, viewable from Harajuku Station. Ikea created the installation using LED screens inside of the physical rooms, “curated” by Imma, to give the appearance of Imma being in a real place.
League of Legends (Riot Games) X K/DA
K/DA is a virtual K-pop-inspired girl group consisting of four League of Legend characters: Ahri, Akali, Evelynn, and Kai’Sa. Created by Riot Games, the musician skins recently released a single for streaming and collaborated with fellow popular avatar, Seraphine.
Lux Shampoo X Hatsune Miku
Virtual idol Hatsune Miku promoted shiny, straight hair as the spokesmodel for Lux shampoo and conditioner. In the commercial, Miku sees star Scarlett Johansson in video billboard for Lux Straight & Beauty shampoo and conditioner and decides to use the products herself. Miku tells viewers how she’ll be starring in her first shampoo commercial while holding the advertised product like a real celebrity.
Pacsun X Lil Miquela
Teen retailer Pacsun has announced a multi-season partnership with virtual creator Lil Miquela in a bid to continue its exploration of identity in and around the metaverse. Pacsun aims to further strengthen the connection with its core demographic, who are exploring the digital space. Miquela amplifyied the brand’s back-to-school and 2022 holiday campaigns.
Puma X Maya
In 2020, Maya was created for the promotion of Puma’s new gear as a result of Puma facing the challenge to create a marketing campaign that would promote their “Future Rider” shoe to South East Asia. Puma wanted to choose a single person to represent the diversity of the overall region, which led to an impossible search for the perfect match. Maya is the result of combining the unique characteristics of each region into one character to solve the challenge of fragmentation.
W.H.O. X Knox Frost
The World Health Organization teamed up with CGI influencer Knox Frost to help spread safe COVID-19 practices and solicit donations. Through this partnership with WHO, Knox told people to stay home, stay healthy, and to donate to the COVID-19 Solidarity Response Fund reaches even the youngest generations. The work behind Frost’s campaign was pro bono.
Yoox (Net-a-Porter) X Daisy
Yoox, part of the Yoox Net-a-Porter group, has introduced a new feature targeting millennials, an AI-powered virtual styling suite designed to help customers explore the Yoox catalogue in a new interactive and engaging way.