Tag: Virtual influencer

Kuala Lumpur, Malaysia – Halal personal care brand Safi, in partnership with IPG Mediabrands’ MBCS, has launched ‘Sis Shay’, a virtual hijabi educator aimed at driving hijabi haircare awareness especially to the hijabi youth.

Sis Shay, a role model who raises awareness around hijabi haircare, was brought to life by Safi Shayla as a relatable character that aligns with the pop culture of younger hijabi audiences. As a digital entity, Sis Shay exists both online and on-ground as she drives hijabi haircare education and spreads messages around the importance of using a hijab hair specialised shampoo, building confidence in hijabi youth everywhere. 

Through visits at SMK Convent Kajang and Sekolah Seri Puteri Cyberjaya, students were able to interact with Sis Shay as she answered some of their pressing questions around hijabi haircare and other pertinent questions around the changes they face as youth. 

Moving forward, Sis Shay will also be seen in other schools and on social media through a digital comic series that educates on hijab haircare through storytelling, fostering deeper engagement and relevance for younger hijabi girls. 

Jennifer Wee, creative director of MBCS said, “There is still a gap in hijab haircare education, and as yet, no one seems to be addressing or championing this space. Our insights indicate that young Malaysians, particularly Gen Alpha and those aged 16-21 in the process of building brand loyalty are relying heavily on digital resources to inform their choices. By having Sis Shay meet them through the form of a virtual character in the Safi Shayla universe, we aim to provide a safe space for hijabis. One filled with confidence and support as they navigate through their challenges for the long-term.”

She added, “Sis Shay is more than a character. She’s a relatable digital “older sister” who understands the challenges faced by young Malaysian girls, especially within the hijabi community. She’s interactive, digitally and physically “present”, and says “I’ve got you”. Her energetic presence leaves a lasting impression, and we’re excited to build on her possibilities.” 

Meanwhile, Kazlina Mohd Kassim, SAFI Brand & Insights Specialist of Wipro Unza, commented, “As Malaysia’s leading hijab haircare expert, Safi Shayla understands the challenges hijabi newbies face in adapting to their adolescence stage and the root causes of their hair care concerns. Safi Research Institute’s studies have shown that a hijabi scalp differs from a non-hijabi scalp, leading Safi Shayla to formulate hijab hair specialised shampoo tailored specifically for hijabis.

Kazline added, “MBCS’s introduction of Sis Shay is a novel approach that helps us connect the dots between haircare education and hijabi hair health to build awareness in a modern and relevant way. Her bubbly yet informative approach makes every tutorial fun & easily comprehensible, and if you’re ever in need of hair care wisdom served with a side of humour, look no further. Sis Shay as your go-to sister truly embodies Safi Shayla’s expertise in hijab haircare, serving as the digital face in educating hijabis with specialised haircare knowledge.”

Singapore – Global luxury car maker BMW has launched a new campaign for its upcoming iX2 model, which features virtual influencer Lil Miquela and exposes her digital senses and experiences the joy of driving.

Conceptualised alongside Media.Monks which is part of The Marcom Engine, the campaign’s film is directed by Stefanie Soho from BWGTBLD. In it, one could see Lil Miquela breaking into the real world with the new BMW iX2 and step by step falling in love with human existence. 

Said film ties the campaign back to the brand vision of ‘Freude Forever’, and will be available globally and launched in BMW’s core markets across EMEA, APAC and the United States.

Stefan Ponikva, vice president of brand communication and experience at BMW, said, “People have been creating emotions and personal memories in BMWs for over 100 years. The world and the industry are changing rapidly; Digitalization and electrification are finding their way, not only in the product but also in marketing.”

He added, “These advances are important and in the future vehicles will continue to move real people through real worlds and in addition through virtual worlds. We have made this bridge-building the core of our BMW iX2 campaign and the result touches hearts.”

Meanwhile, Patrick Klebba, executive creative director at Media.Monks, commented, “Amidst all the Web 3.0, Metaverse, artificial intelligence push of the past two years, this crafty piece of storytelling is all about real life. Now Lil Miquela reminds us of what we have, and how beautiful it is, and how lucky we are to have it – this is what we want people to feel.”

When brands are about to launch a campaign, oftentimes, enlisting a celebrity or social media influencer to be its face is the no-brainer next step. Earlier in 2022, we saw one banking brand turn this reality on its head. What would happen if a brand takes matters into its own hands and launch its very own influencer instead? 

This was the case for Hong Kong-based Hang Seng Bank through the introduction of ‘Hazel’. Unveiled in January 2022, the virtual influencer embodied both the impressive technology of digital and the power of data to create a persona that would resonate well with consumers. Such direction has led them to become MARKETECH APAC’s ‘Innovation of the Year’ for 2022. 

We spoke with Jordan Cheung, chief marketing officer at Hang Seng Bank, to better understand how ‘Hazel’ was conceptualised, and how, since her launch a year after, she’s remained relevant in the digital world.

Embodying the brand’s goals in a ‘red sea’ of advertising

Whilst banking used to have a bad rap as a complex endeavour saved only for smart and cerebral individuals, contemporary times now show otherwise–the youth are now considerably interested in taking ownership of their finances. This is where Hazel comes in. 

In a bid to connect with the younger consumers and keep the brand’s persona fresh and interesting, Hazel was brought forth. Cheung said she represents a unique way of driving digital engagement. 

The campaign launch video of Hang Seng Bank’s virtual influencer Hazel.

“The launch of Hazel aims at helping Hang Seng to [break through] from the advertising red ocean to secure the brand with top-of-mind awareness [showcase] our advantages on our online capabilities and offline networks, and [create] lasting impressions among our customers,” he said.

But before Hazel could be launched, Hang Seng Bank revealed that there had been a more intricate process which involved conducting a study amongst its consumer base – the 18 to 30 year-old bracket. Therefore, the Hazel we now have is the culmination of today’s youth’s unique values and persona.

As true to her slogan #AllOfTheAbove, she aspires to be independent, not wasting time to lead a life full of excitement; and is able to explore at will, try new ideas and experiences, and always ready to take on new opportunities. 

“From a [post-campaign] research tracking, we got [around] 69% of positive verbatim from [the] young generation, with 59% [of] frequent digital users showed liking towards the campaign and 68% of [the] interviewees saying they will consider Hang Seng digital banking,” shared Cheung. 

How Hazel built and retained her relevance 

In the wide world of the Internet, influencers will always rise–and then some will fall. In order to stay relevant within social media, Cheung explained that they never stopped at Hazel appearing in one video, but instead took on multiple collaborations and launched new projects over time.

When Hazel was first introduced in January 2022, she already had a dedicated Instagram account, plus a song collaboration with Hong Kong-Canadian singer Jay Fung, ‘Always By My Side’. This was then followed by another partnership with actress-singer Laiying, which further got the attention of the music industry. 

Hazel, as she appears on a collaboration with The Hong Kong Polytechnic University

But what would be the biggest one would be the tie up with The Hong Kong Polytechnic University (PolyU), which featured Hazel donning concept sustainable costumes made by the institute’s graduates in Textiles & Clothing. 

Among the highlighted collections are designs which symbolised the beauty and independence of modern-day women and the ‘beauty’ created by eco-friendly materials.

At present, Cheung revealed that Hazel is set to appear this 2023 at the bank’s metaverse branch in the virtual world, made in partnership with The Sandbox.

When asked about how they are able to manage to keep up with the trends while handling a virtual influencer, he noted that continuously understanding its fanbase helps keep them relatable. 

“Understanding the trend (like how consumers are following authentic & relatable influencers

than those offering picture-perfect lifestyles), leveraging data & result to draw [insights,] and [to] keep exploring the newest technology is all what we have been focusing on,” Cheung said.

So, what’s next for Hazel?

With the launch of Hazel, Cheung said they have observed the market’s positive reception of virtual influencers, seen through the wide traction on Hazel’s Instagram page, with people voicing out that they want to see more of her. 

“From YouTube Brand Lift Survey (BLS), we also [saw] a 10.7% increase in relative lift for ad recall, which is higher than industry average of 7 – 8%,” he noted. 

As of this writing, she has garnered around 3,000 followers on Instagram, with contentincorporating a combination of her adventures and amplification towards the bank’s latest offerings, from promos to their services.

Cheung later said that for the foreseeable future, they are looking forward to combining the best of technology in AI and analytics to further improve Hazel’s digital reach. 

“We’re working on bringing Hazel to the next level through latest technology like motion capture and AI that allows virtual and augmented interactions with customers – by then, Hazel can attend live interviews and offer live unboxing experience to audiences. We’re also actively looking at other collaboration ideas that can bring to live Hazel’s character and personality more,” he concluded.

This recognition is based on Google Analytics results on the most-read stories of 2022, along with editorial validation on the significance of a leader’s contribution, campaign results, and overall impact.

Shanghai, China – China’s kid’s clothing label, Balabala, has partnered with advertising agency Ogilvy Shanghai, to launch its new official brand ambassador, Gu Yu, a one-of-a-kind virtual child influencer. This latest move is part of Balabala’s brand rejuvenation journey, shifting away from the traditional fashion marketing playbook in favour of innovative, tech-infused activations that resonate with the new generation of digital-native parents.

Gu Yu, which translates literally as ‘grain rain’, takes her name from the eponymous Chinese lunar calendar festival on 20 April, signalling a rise in temperatures and the arrival of heavy rainfalls essential for good crop growth – a symbolic nod to Balabala’s belief in promoting children’s free growth and self-expression. 

To bring Gu Yu to life, Ogilvy Shanghai has conducted extensive target consumer research and analyzed data sets of children’s faces that were then aggregated into a 3D rendering software to create an initial prototype. The creative technology team then used a suite of AI and 3D modelling tools to further refine her facial features including eye shape, hair thickness, and skin texture, and animate the virtual influencer in various scenarios as she explores her passions.

First introduced to the world on the social commerce app Xiaohongshu, Gu Yu doubles up as an independent fashion blogger, connecting with fans through regular short-form content that documents her life as an influencer, such as sharing behind the scenes of upcoming promotional videos and introducing some of the most recent clothing item releases from Balabala, alongside real-life child models or in the form of NFT digital collectibles.

In this first phase of a multi-dimensional strategic repositioning campaign for Balabala, Gu Yu acts as a modern companion of real-life children with their unique passions and lifestyles by showcasing a variety of outfit styles, inspiring kids to express themselves freely through fashion.

Thomas Zhu, group executive creative director at Ogilvy Shanghai, shared that bringing Gu Yu to life has been an incredibly exciting creative journey, from the very early research and conceptualization stages where they defined her key traits, facial features and personality all the way to technology implementation and agile social content creation. 

“As one of the first virtual influencers for a childrenswear brand created in China, Gu Yu is a testament to Balabala’s commitment to digital innovation and positions the brand as a true metaverse pioneer in the kids’ fashion category. We look forward to seeing her interact with fans over the next few months in novel, exciting ways,” said Zhu.

Meanwhile, on e-commerce, Balabala took the launch of these new modern silhouettes up a notch to release a limited-edition ‘meta dress’ NFT piece, which 1000 lucky customers could get their hands on by shopping on the brand’s flagship store or by using their loyalty points. Gu Yu’s presence will not be limited to China’s top social media and commerce platforms. Soon she will be at the heart of new phygital experiences, where digital and physical boundaries will blend in to deepen customer interactions – from walking down the runway at Balabala’s offline fashion shows to co-hosting in-store brand events, fans will be able to connect with Gu Yu way beyond their smartphone screens.

London, United Kingdom – Down Syndrome International (DSi), an international disabled people’s organisation, has teamed up with creative agency Forsman & Bodenfors and global digital modelling agency The Diigitals to create the world’s first virtual influencer with Down syndrome named Kami.

Kami, which is short for Kamilah, will be active on her Instagram account to give people a peek into her daily life, her likes, her quirks, her friends, and her interests. In addition, she will exist to shine the spotlight on people with Down syndrome while fulfilling a bigger and more powerful mission to make the digital world more inclusive with #TheKamiPledge.

The three organisations involved saw an opportunity to revolutionise the digital space by creating the world’s first virtual influencer with Down syndrome.

“By intentionally giving Down syndrome to someone who is universally known as ‘perfect’ in the social sphere, Kami will be a powerful representation that Down syndrome is not a flaw, or a mistake, and that she does not need ‘fixing’,” DSi said in a press statement.

For Kami to be a truly authentic representation of real women with Down syndrome, a panel of over 100 young women volunteers with Down syndrome across the DSi global network were consulted to collaborate on her creation as a virtual model – acting as the faces, physiques, gestures, voices, and personalities that Kami will embody.

Rachel Kennedy and Firrdaus Yusoff, creatives at Forsman & Bodenfors Singapore, said, “In a world filled with pixel perfect virtual models, creating Kami is a way to completely reframe Down syndrome in the online space. We want to make it impossible to ignore Kami and everything she stands for. As we get to know her, Kami’s true potential will depend on how the world embraces her in her virtual form.”

Meanwhile, Andrew Boys, executive director at DSi, commented, “We have always been acutely aware that the digital space has had little or no place for people with Down syndrome. Creating Kami as a welcoming and relatable representation in the digital space for young women with Down syndrome is an incredible milestone for DSi. We have high hopes for Kami and the transformation she can bring to digital diversity.”

Seoul, South Korea – The majority of brands have acquired technology to charm more consumers, which resulted in the latest trend of virtual influencers. Joining the hype, South Korea’s red ginseng company, Korea Ginseng Corp. (KGC), has appointed Rozy, a virtual human, to be its exclusive model for its products. 

‘Rozy’ is designed with 3D technology by analysing the face and characteristics, and like ordinary influencers, she uploads photos of her daily life and actively communicates with her fans via comments on Instagram.

The appointment is in line with KGC’s brand concept of its product. The company believes that Rozy’s lively and youthful image will engage many youth, as its products are especially targeting the Millenial Z generation, who seeks a unique experience.

According to KGC, as women’s social status increased, economic activity became more active, and interest in health and self-management increased. This led women to begin taking care of their own health by focusing on value consumption and maintaining self-management. In addition, after the corona crisis, ‘self-medication’, which manages one’s own health through steady exercise and intake of health functional foods, became very popular among the Millenial Z generation, which is commonly referred to as Koreans in their 20s and 30s.

“Red ginseng is a representative health functional food that has been loved in Korea for a long time. Through the process in which ginseng is made from red ginseng, its efficacy is enriched and it is upgraded to be able to be stored for a long time,” said KGC in a press statement.

The company added that this move will enable them to communicate with a wider customer base together with Rozy.

In July 2021, Shinhan Life, along with advertising agency TBWA\Korea, was the first one to rope in Rozy for a brand campaign.

Bangkok, Thailand – The popularity of virtual influencers is becoming more prevalent online, and is evident across consumers in Southeast Asia, including Thailand. In the latest survey conducted by consumer research platform Milieu Insight, large majority of Thai consumers have no preference when following virtual influencers.

According to the data, 74% of the respondents say that they have no preference at all in regards to the ethnicity of the virtual influencer. Meanwhile, 18% say they want a Thai-based virtual influencer, and 8% say that they don’t want a Thai-based virtual influencer.

Regarding communication, 64% of the respondents say that they have no preference on whatever language the virtual influencer uses, while 32% say they prefer it to speak Thai, and 4% say they want other languages other than Thai.

Lastly, 58% of the respondents said that they have no preference whatsoever of what the virtual influencer’s gender is. Meanwhile, 9% said they want it more masculine, 19% say they want it more feminine, 13% want them to be more androgynous, and 3% have other options.

Credibility-wise, 9% of Thai respondents say that virtual influencers are more credible than their human counterparts. Meanwhile, 34% say that they are just as credible as normal influencers, 33% saying they are less likely to do so, and 25% saying they are not sure.

In terms of interest in following virtual influencers, 21% of the respondents say that they are interested in following virtual influencers, 55% saying they are somewhat interested, and 23% saying they are not interested.

Ho Chi Minh, Vietnam – As influencer marketing is continuing to grow in popularity, especially in Asia, there has been another rise of influencers: virtual influencers. More recently, more companies are playing with the idea of marketing through virtual influencers. These computer-generated public figures almost have a life of their own – reflected on their social media accounts – and even work with brands to promote the latest products.

In the latest survey conducted by consumer research platform Milieu Insight, it has found that 45% of Vietnamese consumers are very interested in following virtual influencers, while 44% said they are somewhat interested in, and 11% saying they are not interested.

In terms of credibility, 21% of respondents say that they trust virtual influencers more than their human counterparts. Meanwhile, 37% indicated that virtual influencers are to be trusted at the same level as human influencers, 27% said that they are less credible, and 14% said that they are unsure.

Meanwhile, in regards to local preference, 60% said that they want the virtual influencers they follow to look Vietnamese, while 16% say that they want them to look non-Vietnamese, and 25% said that they have no preference. 

On the aspect of how these virtual influencers communicate, 71% said that they prefer to be communicated in Vietnamese, 9% said they prefer someone not communicating in Vietnamese, and 21% said that they have no preference.

Lastly, in terms of gender appearance, 49% said that they want virtual influencers to look feminine, 20% want them being masculine, 14% want them to be androgynous, 2% have other options, and 15% say that they have no preference.

Hong Kong – As the line between reality and the virtual world is disappearing in favor of the metaverse setup, Hong Kong-based bank Hang Seng Bank has introduced its new key opinion leader: meet Hazel, a virtual spokesperson for the bank’s digital banking brand.

True to Hazel’s mantra of ‘It’s our world now!’ to communicate a virtually-integrated lifestyle, Hang Seng Bank aims to showcase with their latest virtual persona on how technology and innovation have released many of life’s constraints, making it possible for people to do more and achieve more.

Hazel first debuted on Instagram during Christmas 2021, where she shared visions of a young and active lifestyle that slash marks fashion, sports and other creative arenas. She even released a collaboration with Hong Kong-Canadian singer-songwriter Jay Fung.

Her first appearance in Hang Seng Bank’s promotional video was released this month, where it focuses on discovering the new era of digital banking and feeling empowered to achieve #AllOfTheAbove—an ideal lifestyle with unlimited possibilities.

Lucia Ku, head of customer propositions and customer management at Hang Seng Bank, and the one who spearheaded this virtual persona launch, said, “We want Hazel to embody young ideals. When we set out to develop Hazel, we surveyed nearly 750 young people between the ages of 18 and 30 to deepen our understanding of their preferences and attitudes to life. We then injected the essence of our findings into the personality of the character created.

According to the campaign, Hazel is a 25-year-old teen with diversified interests and skills. She is at once an illustrator, a model and a dreamer. She seizes every opportunity to play to her strengths and try new things. She is also a fashion trendsetter who is passionate about music, art and sports, particularly yoga. Hazel’s life philosophy echoes that of many young people: she aspires to be independent, impatient to lead a life full of excitement, is able to explore at will, try new ideas and experiences, and always ready to take on new opportunities.

In addition, Hazel’s digital-savvy, slasher-focused approach to life reflects Hang Seng’s deep understanding of customers’ changing attitudes and needs. It is emphatically focused on innovation and advancement to provide seamless online/offline, omni-channel future-proof banking services that empower its customers to, like Hazel, choose #AllOfTheAbove.

Singapore – Following its Asia-first collaboration with Singaporean artist Benjamin Kheng for a music video, local-based virtual influencer Rae is back at it again, this time being tapped by Singapore-based healthcare company OSIM for its global campaign that merges virtual reality (VR) experiences with their massage chair therapy experience.

The campaign, which promotes OSIM’s latest uDream Pro chair, invites users to a five-sense experience of massage therapy, and with virtual reality (VR) technology, users can wear VR headsets and enjoy virtual landscapes being showcased by Rae, ranging from an ethereal garden to the vast galaxy, which encourages one to imagine and travel beyond the universe while indulging the senses in wonderment.

OSIM’s campaign tagline, #uDreamOutOfThisWorld, encapsulates how users of the uDream Pro chair can relieve stress while at the same time being enchanted by the scenery they witness virtually.

“Living in both physical and virtual realms enables me to experience out-of-this-world magic, and I’m very excited that I can now share these dreamscapes for the first time, made possible by OSIM uDream Pro. It’s awesome how technology is so closely intertwined in our lives, as we harness it to enhance our well-being and re-connect with ourselves. I look forward to starting my new journey of self-care as I travel through the metaverse and beyond,” Rae said regarding her participation in this latest campaign.

Rae joins the long list of brand ambassadors OSIM has tapped, including Singaporean singer JJ Lin, Hong Kong actor Andy Lau, Hong Kong singer and actress Sammi Cheng, K-drama actor Lee Min Ho, to name a few.