In recent years, influencer marketing has significantly shifted with the rise of AI-powered virtual influencers in Asia. These AI-driven digital personas have seamlessly integrated into the rapidly changing landscape of social media and brand promotions, becoming a force to be reckoned with in the Asian market.
This article delves into the fascinating world of AI-powered virtual influencer campaigns in Asia, exploring how these digital entities reshape how brands connect with their target audiences.
To gain a comprehensive perspective, it’s valuable to revisit our prior article, where we delved into the advantages and differentiating factors of AI-powered virtual influencers compared to their human counterparts. View the article here!
Now, let’s spotlight four standout campaigns from virtual influencers in Asia that have truly made an impact:
Top Four Virtual Influencer Campaigns in Asia
#1 Imma x Ikea: Japan
Imma, the trailblazing Asia virtual influencer hailing from Tokyo, Japan. Imma, whose name means “now” in Japanese, first appeared on the scene on July 12, 2018, and quickly gained recognition as the first virtual human and model in Japan, brought to life by Aww Inc.
With her distinctive bubblegum pink bob and impeccable fashion sense, she has earned a place among the “New 100 Talent To Watch” by Japan Economics Entertainment. Imma’s presence has graced headlines in various fields, from fashion to business magazines, and she has been sought after by renowned brands such as Porsche Japan, IKEA, Dior, Puma, Nike, Valentino, Amazon, Calvin Klein, and many more.
Beyond her fashion-forward persona, Imma’s curiosity leads her to question her identity with the hashtag #ithinkimcgi. She explores art museums and delves into human culture through fashion while engaging with real-world issues such as race, the environment, and gender. Imma stands at the intersection of the virtual and real worlds, carving her unique path in the influencer landscape.
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IKEA’s collaboration with Imma was a creative endeavour aimed at bringing the concept of “happiness at home” to life within their physical in-store installation. Over three days, Imma’s presence graced the IKEA store in Harajuku, Tokyo, where Imma’s bedroom was showcased on a sizable screen mounted on the store’s exterior. Approximately 110,000 commuters can see her daily. The integration of LED screens and real physical space was so seamless that onlookers found it challenging to discern the boundaries between the real and digital worlds. Notably, the colour temperature of the LED panels adapted in real-time, responding to daylight and weather conditions, ensuring an immersive experience for visitors.
For those unable to make it to Imma’s physical location, a Livestream of her activities was available on Ikea Japan’s YouTube channel. This collaboration transformed the typical in-store experience, offering visitors a glimpse into a unique and harmonious living space where real and digital elements seamlessly coexist.
In an interview with FIV magazine, Imma explained: “I understand new areas like virtual fashion or Web3 very well, and I have ideas that are different from other people. But apart from that, I’m actually quite normal! I don’t think I’m too different just because I’m virtual.” Just like what she said, in the campaign collaboration with Ikea, Imma is able to express her love for plants and how they bring a sense of therapy and fresh air into her life. She can also share her need for a desk in her bedroom, which led to the clever addition of a wardrobe with a built-in desk.
But as a virtual influencer, she can also do lots of things normal people cannot do. “For example, I was in an IKEA store for 24 hours every day in a room they built for me…. and I was also in a 3D screen in the middle of Tokyo!” described Imma.
Although the installation doesn’t feature significant events, it offers valuable insights into the room layouts and Imma’s daily routines within them. Activities like vacuuming, browsing her phone, and exercising, among others, are portrayed. These ordinary human activities effectively immerse the viewer in the semblance of a typical human’s daily existence. In essence, Imma transcends her virtual character status, appearing as a genuine human experiencing the ordinary moments of life.
#2 Rae x Asus: Singapore
Rae is crafted using cutting-edge CGI technology and driven by the power of AI solutions.
She is far more than just a visually stunning presence. She’s a digital artist with a distinct perspective and a purpose. Rae passionately champions STEM education, recognising its potential to empower future generations to impact society positively. She firmly believes that embracing technology with diversity at its core can bridge the digital divide, leading to a better world for all.
With her trusty skateboard and unwavering love for street culture, Rae fearlessly embarks on adventures through the urban jungle. Rooted in her Chinese name, 蕊 (Ruǐ), Rae openly shares her authentic and unique viewpoints on Instagram. She’s known for her expressive nature, audacious spirit, and unyielding willingness to explore uncharted territories. The origins of Rae remain shrouded in mystery, adding an intriguing layer to her captivating persona.
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Rae’s most remarkable feat is her seamless navigation between the tangible and virtual realms. Whether taking centre stage in live hosting engagements or collaborating with artists and musicians, she fearlessly explores the myriad opportunities that bridging these two worlds offers, continually pushing the limits of technology.
Similarly, the ASUS Zenbook 17 Fold OLED mirrors Rae’s audacity and innovation. With its elegant foldable design, this dynamic device epitomises versatility, transforming effortlessly from a desktop to a laptop with a Bluetooth or virtual keyboard, a tablet, an e-reader, and more. Its expansive 4:3, 17.3-inch, 2.5K touchscreen can fold in the middle, creating two seamless 3:2, 12.5-inch, 1920×1280 displays, unlocking a world of possibilities.
Beyond her tech-savvy persona, Rae is a digital artist with a penchant for producing NFT collections. Her commitment to digital creation aligns harmoniously with the ASUS Zenbook 17 Fold OLED’s purpose—to elevate performance to unparalleled heights. Equipped with 12th Generation Intel Core™ i7 U-Series processors, Intel Iris® Xe graphics, Intel WiFi 6E, up to 16 GB of RAM, and a lightning-fast 1 TB PCIe® 4.0 SSD, this high-performance device seeks to unleash the full potential of its users.
For Rae, partnerships are more than just collaborations; they are a resonance of values and visions. Rae’s alliance with ASUS showcases the exceptional synergy between two entities at the pinnacle of technological and creative evolution, inviting the world to witness the fusion of art and technology.
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#3 Ruby Gloom x Adidas: Hong Kong
Born and raised in Hong Kong, Ruby became a fashion influencer on the Internet in 2012. She was featured in Tokyo Kawaii TV, DAZED N CONFUSED, NICO PANDA X LANE CROWFORD, Vogue and local and international media.
In 2015, Ruby launched her “Weegirlsclub” to create a fashion brand with a mixture of traditional Chinese culture and 90s/Y2K Cyber Ghetto.
Ruby 9100M identifies as a “transhuman” virtual entity, skillfully traversing the boundary separating humanity from machinery. She boasts an impressive track record of collaborating with renowned celebrities and prominent brands, including Grimes, Nike, Fendi, Snapchat, and the pioneering virtual fashion establishment The Fabricant. Ruby’s distinctive cyborg-inspired visual style is a transformative force, effortlessly catapulting a basic Adidas sneaker into a fashion statement befitting the future.
*Note: “Transhuman, or trans-human, is an intermediary form between human and posthuman. In other words, a transhuman is a being that resembles a human in most respects but who has powers and abilities beyond those of standard humans. These abilities might include improved intelligence, awareness, strength, or durability. ”
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For Adidas’s Ozrah footwear, Ruby was not merely a collaborator but the muse, encapsulating a daring vision of the future where avatars aren’t just representations but powerful brand influencers with limitless potential.
CLUB MEDIA, which manages Ruby, took charge of the campaign’s creative and production dimensions, ensuring that every marketing material resonated with the target demographic of forward-thinkers and trendsetters.
Further elevating the campaign’s uniqueness was the introduction of our fresh-off-the-press record label, AVASTAR, a haven dedicated exclusively to virtual talents and entities, redefining the boundaries of creativity and innovation.
The Ozrah sneaker itself is a testament to futuristic design sensibilities. The sneaker’s robust nylon tongue features a distinctive bionic eye graphic, adding a unique touch to its silhouette. Notable original elements include an unconventional rubber keychain and an insole graced with an elegant butterfly illustration. Those unique elements bring unexpected touches of flair, making it more than just footwear – it’s a conversation starter in the marketing world.
#4 Ayayi x Porsche: Mainland China
Ayayi, the AI creation from iMaker, is considered the first “meta-human”, hyper-human fictional character.
As virtual influencers have become an indispensable part of the Asian media landscape, they attract the attention of millions of people. In China alone, the industry’s scale volume is expected to triple from 860 million euros in 2021 to 2.8 billion euros in 2023, according to a forecast by management consultancy iiMedia Research.
Porsche is enhancing its presence in the digital realm through a strategic collaboration with Ayayi, marking a significant step in its efforts to lead the automotive industry into the digital era. Ostin Gong, the Lead for Partnering and Venturing at Porsche Ventures China, highlights the importance of this initiative by noting, “The average age of Porsche customers in China is 35. Therefore, we must understand the values, hobbies, habits and customer behaviour of the young population in China.”
Porsche’s partnership with iMaker, a start-up established in 2019 that specialises in crafting digital brand ambassadors for global brands and platforms, aims to resonate with Generation Z. It introduces virtual influencers like Ayayi, enabling Porsche to engage with this key demographic in innovative and meaningful ways.
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On the other hand, Porsche is delving into the evolution of the customer experience inside their vehicles, emphasising the development of innovative digital content and technologies tailored for in-car use. The company envisions the car transforming into a ‘third space’—a complement to home and office—where significant digital interactions occur.
With Porsche’s impending collaboration with Ayayi, this vision of seamlessly integrating advanced digital solutions into the automotive experience is poised to become a reality soon. To enrich this ‘third space,’ Porsche conceptualises interactive and personalised virtual assistants. In the campaign images, she enters and exits the Porsche Taycan car, making it appear that this is the car she chooses to drive and that doing so is a normal part of her digital life. The image’s storytelling element leaves fans wondering where Ayayi is next in her electric sports car.
These images excite people about a future where virtual helpers make driving even better. They could help you find your way, suggest nearby restaurants, or play your favourite songs and shows. Porsche is working on making this cool idea a reality, mixing new tech with personal touches to make every drive special.
The Road Ahead for AI-Powered Virtual Influencers in Asia
As we look towards the future of AI-powered virtual influencers in Asia, it’s important to recognise the dynamic landscape. While Maya’s collaboration with PUMA has concluded, the trend of virtual influencers remains significant. The evolution of AI promises more authentic and relatable virtual personalities capable of creating tailored content for Asia’s diverse audience. Moreover, the potential integration of augmented and virtual reality could offer immersive experiences, redefining audience engagement.
Brands aiming for the Asian market need to adapt to these changing tides, embracing these technological advancements to maintain relevance and effectively connect with consumers. This emerging trend highlights a new era of digital interaction and marketing innovation.
Stay updated with these trends, and you’ll be poised to engage effectively with Asian consumers.
