Adaily Inspiration Week #2: Virtual influencer or digital avatar campaigns.
Adaily Inspiration is a weekly newsletter containing 5 inspiring ads from our full 2,500 database of winning campaigns.
For this week we chose a “Virtual influencer or avatar” campaigns. They have been rising in popularity lately due to exponential growth of technological capabilities. Be it photorealistic virtual influencers, 3D digital avatars, in-game characters - they all serve to convey a brand message.
Below you can find our 5 picks, but ff you want to see more just click direct link to query » here «
Be sure to read till the end, because we want to hear your proposition for next week!
1. “Lu From Magalu” - Magazine Luiza
Magalu did a marketing campaign using a virtual influencer as their brand spokesperson.
Ogilvy Brazil • 2022 • Online platform • Brazil • LATAM
Challenge
The challenge of this campaign was to establish Ludo Magalu as the leading virtual influencer in the world and increase her followers on social media. Despite her already significant following in Brazil, the goal was to expand her influence and reach a global audience. The campaign aimed to showcase Ludo's authenticity, relatability, and strong opinions, which resonated with people and made her stand out among other virtual influencers. By partnering with popular brands, participating in real actions, and creating engaging content across multiple social media platforms, the campaign sought to demonstrate Ludo's value and attract a wider fan base. Ultimately, the success of the campaign relied on positioning Ludo as a digital personality that seamlessly blends the virtual and real worlds, offering a truly unique and immersive experience for her followers.
Target Group
The target group of this campaign was likely the users of social media platforms, particularly those who are interested in following and engaging with virtual influencers. This includes individuals who are interested in fashion, beauty, technology, and other topics that Lu from Magalu covers in her content. The campaign aimed to attract and engage with these users, ultimately increasing brand awareness and driving sales for Magalu.
Idea
The main idea of this campaign was to promote and highlight Ludo Magalu as the most followed virtual influencer in the world. The campaign aimed to showcase Ludo's popularity and success, as well as her ability to connect with and engage her followers through storytelling, real actions, and partnerships with top brands. The campaign also emphasized Ludo's role as a virtual spokesperson for Magalu, Brazil's largest retail company, and her impact on driving sales and brand awareness. Overall, the campaign aimed to position Ludo Magalu as a leading figure in the virtual influencer space and showcase her authenticity, style, and influence.
Results
The results of Lu Do Magalu's virtual influencer campaign were highly successful. With over 24 million followers on various social media platforms, Lu became the biggest virtual influencer in Brazil and surpassed popular figures like Barbie, Minnie Mouse, and Nobody Sausage in terms of followers. Lu's popularity and influence led to significant marketing effects for Magalu, with the company reportedly recording sales of $552 million in 2019. Lu also had collaborations with major brands like Adidas, McDonald's, Red Bull, and Maybelline, further expanding her reach and impact. In addition, Lu's engagement in real actions, such as music videos with renowned artists and appearances on TV shows, helped break the barrier between the virtual and real world, creating a stronger connection with her audience. Overall, Lu's campaign proved to be a successful strategy in promoting Magalu's products and elevating Lu as a prominent virtual personality.
Links
Video case study
Text case study
2. “The Fortnite Undercover Avatar” - L’Enfant Bleu
L'Enfant Bleu did an undercover avatar campaign using Fortnite as a platform to help children report abuse during the pandemic.
Havas Sports & Entertainment Paris • 2020 • NGO - safety • France • Europe
Challenge
The challenge of this campaign was to create a safe and discreet way for children to report instances of abuse during the COVID-19 pandemic. It was important to find a platform that would allow children to reach out for help without raising suspicion from those who may be abusing them. Additionally, the campaign had to navigate the delicate balance of maintaining the secrecy of the initiative while also generating enough publicity to raise awareness about the issue and encourage other platforms to follow suit.
Target Group
The target group of this campaign was children who may be experiencing abuse and needed a safe and discreet way to report it.
Idea
The main idea of this campaign was to provide a safe and discreet platform for children to report abuse during the COVID-19 pandemic. By creating an undercover avatar in the popular game Fortnite, children were able to confide in the character without arousing suspicion from their abusers. The campaign aimed to raise awareness about the issue and encourage children to seek help. The success of the initiative led to the French government establishing a task force to explore further solutions using video games to identify and support abused children.
Results
The campaign to help children report abuse through an undercover avatar in Fortnite yielded significant results. During the period when the avatar was active, 1200 friend requests were received from children, with 30% of those requests relating to dangerous situations. This indicated a strong need for a confidential outlet for children to seek help. When the project was released, it garnered more than 50 million PR impressions, generating widespread awareness and attention. The initiative received extensive coverage in the media, resulting in over 700 million media impressions. This increased visibility helped shine a light on the issue of child abuse and the importance of providing safe avenues for children to report it. The impact of the campaign was so profound that the French government recognized the potential of leveraging video games as a means to identify and support abused children. As a result, they established a dedicated task force to further explore and develop solutions in this regard. Overall, the campaign successfully raised awareness about child abuse and provided a platform for young players to seek help and support in a discreet manner.
Links
3. “Cultural Avatars” - Orange
Orange did a Cultural Avatars campaign using African designers and a game jam to empower young African gamers.
Publicis Conseil Paris • 2023 • Telco operator • France, Cross-country • Global
Challenge
The challenge of this campaign was to address the lack of representation of Africa in the gaming world and empower young Africans by giving them the tools to create their own games. The campaign aimed to overcome the lack of investment and resources that African developers face and highlight the diverse cultures and talents of the continent. By creating a collection of assets inspired by African cultures and organizing a game jam, the campaign sought to encourage the development of games that reflect African stories and experiences.
Target Group
The target group of this campaign was the African youth, particularly those interested in gaming and game development.
Idea
The main idea of this campaign was to empower young Africans by giving them the tools to take on the gaming market. Orange, as a global network, aimed to address the lack of representation of African cultures in video games by partnering with local designers to create a collection of assets inspired by African cultures. These assets, called Cultural Avatars, were introduced through a runway show at a gaming event and made available for use by both big and small game editors. Additionally, a game jam was organized to encourage independent African developers to create games based on African stories using the Cultural Avatars.
Results
The results of the Cultural Avatars campaign were significant. The collection of African culture-inspired assets, such as clothing and accessories, garnered a lot of attention and positive feedback. The assets were integrated into video games, making African cultures more visible in the gaming world. The reveal videos and designer-focused videos released during the Orange Esport Experience event in Abidjan helped to generate further excitement and interest. The open-source availability of the 3D models allowed both big and small game editors to freely use the Cultural Avatars in their games, creating more opportunities for African representation in the gaming industry. The game jam organized as part of the campaign provided a platform for independent African developers to create games using the Cultural Avatars and African stories as inspiration. This helped to foster a sense of empowerment and showcased the talent and creativity of African game developers. Overall, the campaign successfully empowered young Africans by providing them with the tools to take on the gaming market and highlighted the need for African representation in the world of video games. It also served as a catalyst for the growth of the African gaming industry.
Links
4. “Skinny Ape” - Gorillaz
Nexus Studios' immersive team partnered with Google's AR team to create "Gorillaz Presents", where the iconic band performed live in augmented reality in New York City and London using Google's ARCore Geospatial API.
Nexus Studios, Google • 2023 • Music • United States • North America
Challenge
The challenge of the Gorillaz Presents campaign was to create a groundbreaking immersive experience that revolutionized the concept of musical performances. Nexus Studios and Google's AR team aimed to transform the streets of New York and London into stages for the virtual band Gorillaz, using augmented reality technology. The goal was to engage fans and create a larger-than-life experience, with the band members towering over the audience in iconic city skylines. The logistical challenge was to successfully deploy the experience on a world scale, using Google's ARCore Geospatial API, and to ensure that the public response was positive and enthusiastic. The campaign ultimately achieved great success, with massive online viewership and thousands of downloads in the first week.
Target Group
The target group of the Gorillaz Presents campaign was primarily fans of the virtual band Gorillaz, as well as fans of immersive experiences and augmented reality. The campaign aimed to engage and entertain these audiences by providing a unique and interactive musical performance in real-world locations using augmented reality technology.
Idea
The main idea of the Gorillaz Presents campaign was to revolutionize the concept of musical performances by creating immersive augmented reality experiences in the streets of New York and London. The campaign aimed to bring Gorillaz fans together to witness the band play in real life, with the band members being depicted as larger-than-life figures towering over the iconic skylines of the two cities. The use of Google's ARCore Geospatial API allowed for a world-scale deployment of the augmented reality experience. The campaign received a highly positive response, with on-site crowds engaging in the performance and the online video garnering millions of views and thousands of downloads.
Results
The Gorillaz Presents campaign was a huge success, captivating audiences both on-site and online. The immersive augmented reality experience, powered by Google’s ARCore Geospatial API, transformed the streets of New York City's Times Square and London's Piccadilly Circus into stages for two groundbreaking musical performances by the virtual band Gorillaz. The public response was overwhelming, with crowds of fans gathering to witness the larger-than-life characters of Murdoc, 2D, Noodle, and Russel towering over them amidst the iconic skylines. Online, the campaign garnered significant attention, amassing over 3 million views on Gorillaz's channels alone. Furthermore, within the first week of its launch, Gorillaz Presents reached nearly 20,000 downloads. These impressive results speak to the success of the campaign in engaging and captivating audiences through immersive and innovative technology.
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5. “Real Virtual Beauty” - Dove
Dove did a Real Virtual Beauty campaign using 3D models of Real Beauty models in an effort to promote inclusivity and challenge beauty standards in the gaming industry.
LOLA MullenLowe Madrid • 2022 • Personal care • Spain, Cross-country • Global
Challenge
The challenge of Dove's Real Virtual Beauty campaign was to address the narrow beauty standards and underrepresentation of women in the gaming industry. The campaign aimed to challenge the sexualization of female characters and promote inclusivity and authenticity in video games. The goal was to raise awareness among game developers and the general public about the importance of diverse and inclusive representation in gaming.
Target Group
The target group of the Real Virtual Beauty campaign was game developers and the female gaming community. The campaign aimed to educate game developers on the importance of inclusivity in gaming and raise awareness among female gamers about the need for more diverse representation in video game characters. Additionally, the campaign targeted a broader audience to raise awareness about beauty standards in gaming and promote inclusivity in the industry.
Idea
The main idea of the Dove Real Virtual Beauty campaign was to promote inclusivity and authenticity in the gaming world by challenging narrow beauty standards and the sexualization of female characters. The campaign aimed to educate game developers and the gaming community about the importance of inclusivity in gaming and empower them to create more diverse and representative characters. Through the use of Real Beauty models turned into video game characters and the development of training modules for developers, the campaign sought to redefine and expand the representation of beauty within the gaming industry.
Results
The Real Virtual Beauty campaign achieved great results. It garnered coverage from over 46 media outlets, reaching over 300 million impressions. This exceeded the campaign's initial goal of 250 million impressions. The initiative received positive sentiment, with 100% of feedback expressing positivity towards the campaign. Furthermore, 85% of women surveyed expressed a preference for video games with more diverse representation. The campaign's success also led to a partnership with Epic Games' Unreal Engine and Women in Games, resulting in the development of the Real Beauty in Games Training. This training course aims to help creators reflect diversity, avoid bias and stereotypes in design, and equip the next generation of players and creators with the necessary tools to build self-esteem and body confidence.
Links
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Disclaimer: All campaign descriptions in this post are AI-generated, based on real-life descriptions provided by the authors.
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