In recent years, the realm of influencer marketing has seen a significant shift 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 reckon with in the Asian market.
In this article, we delve into the fascinating world of AI-powered virtual influencer campaigns in Asia, exploring how these digital entities are reshaping 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 in comparison 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, made her first appearance 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 possesses a curious nature that leads her to question her own identity with the hashtag #ithinkimcgi. She explores art museums and delves into human culture through fashion, all 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 Maya x Puma: SEA
Maya, the AI-powered virtual influencer who’s making waves as the “SEA’s first-ever virtual model.”
With an Instagram profile (@mayaaa.gram) that proudly describes her as an “average, not so average Southeast Asian virtual girl,” Maya has quickly risen to prominence despite her recent entry into the platform with fewer than 20 posts. In just a month, she has amassed an impressive following of over 7,000 dedicated supporters, a remarkable achievement in today’s fiercely competitive digital landscape.
What sets Maya apart is the unique way in which she came to exist. People from across the Southeast Asian region actively contributed to shaping her identity by sharing their own selfies on social media. These selfies served as the foundation for Maya’s physical appearance, meticulously crafted using advanced artificial intelligence technology. In essence, Maya embodies the diverse faces of Southeast Asia, serving as a true reflection of the region’s rich cultural tapestry.
Promptly after her ‘reveal’, Maya secured a partnership with renowned sports brand PUMA.
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In her role as an “authorized PUMA representative,” Maya takes centre stage in the PUMA Rider campaign, sharing the spotlight with three newly appointed regional ambassadors: Tosh Zhang (@toshrock) representing Singapore, Adipati Dolken (@adipatidolk) representing Indonesia, and Ismail Izzani (@ismailizzani_) representing Malaysia. To catch a glimpse of Maya in action and experience the excitement of the PUMA Rider campaign, check out the launch promotional video below.
Together, these regional luminaries embark on a groundbreaking journey, adopting the roles of ‘players’ in a futuristic virtual realm. As they navigate this cybernetic landscape, audiences are invited to join them in shaping a unique Southeast Asian cultural narrative.
For an even more immersive experience, audiences in Malaysia, Singapore, and Indonesia can participate in the thrilling RIDER Challenge, launched on March 23rd, 2020. Accessible through a dedicated microsite, this 5-week web-based game offers a chance to accumulate points and win weekly prizes, including the coveted grand prize of a year’s supply of PUMA shoes! Dive into the virtual world alongside Maya and her fellow ambassadors, and be a part of this exhilarating journey.
Maya’s journey with PUMA continues today, as she remains an integral part of the brand’s innovative campaigns and initiatives. With each collaboration, she strengthens her connection with audiences across Southeast Asia, embodying the region’s unique spirit and values. As a symbol of Southeast Asian pride and a pioneer in the world of virtual influencers, Maya’s influence extends far beyond the virtual realm, leaving an indelible mark on the world of fashion and culture. Stay tuned for more exciting adventures with Maya and PUMA as they continue to push the boundaries of creativity and virtual expression.
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#3 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, recognizing its potential to empower future generations to impact society positively. She firmly believes 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 she’s taking centre stage in live hosting engagements or collaborating with artists and musicians, she fearlessly explores the myriad opportunities bridging these two worlds offers, continually pushing the limits of technology.
In a similar vein, the ASUS Zenbook 17 Fold OLED mirrors Rae’s audacity and innovation. With its elegant foldable design, this dynamic device epitomizes 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 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 is a showcase of 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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#4 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 brand “Weegirlsclub”, aiming 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 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 serves as a transformative force, effortlessly catapulting a basic Adidas sneaker into a fashion statement befitting the future.
*Note: “Transhuman, or trans-human, is the concept of 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.
The Road Ahead for AI-Powered Virtual Influencers in Asia
AI-powered virtual influencers are making a big splash in Asia’s influencer marketing scene. And it’s clear – they’re here to stay.
Here’s what the future looks like:
- AI’s Enhanced Role: As AI becomes more advanced in Asia, expect virtual influencers to be more authentic, mimicking the genuineness of human influencers.
- Tailored Content for Asian Audiences: AI will help create content that speaks directly to the diverse cultures and tastes of Asian audiences. This means stronger bonds, more trust, and increased brand loyalty.
- AR and VR Integration: Virtual influencers will soon tap into augmented and virtual reality, offering fans immersive, beyond-the-screen experiences.
For brands that want to leverage the power of virtual influencers in Asia markets, this means one thing: adapt and embrace.
Stay updated with these trends, and you’ll be poised to engage effectively with Asian consumers.
