The Brief
Our mission was to create an AI-Powered influencer, a virtual human named Fiona, that truly embodies FWD Insurance‘s forward-thinking image and values. Fiona is a carefully crafted ambassador designed to connect with audiences on a deeply personal level. FWD Insurance sought to showcase an innovative communication strategy, particularly concerning music and related events to be posted on Instagram. AI-powered influencers are valuable assets for both B2C and B2B brands. Our priority is to guide clients through AI projects, focusing on creating impactful and meaningful content to mitigate potential negative outcomes.
The Objective
Capitalising on a new form of Owned/Earned Audience to connect with target audiences on Social Media in a highly innovative and inspiring way.
The Solution
This pilot project focused on developing Fiona, an AI persona that embodies our client’s brand values without directly engaging in sales, posting her travelling and music content on Instagram. We collaborated closely with FWD to understand their vision for an AI-Powered influencer and establish key criteria. Our work encompassed several crucial elements:
- Backstory Narrative: Crafting a compelling narrative for the AI influencer, which would focus on her interests in music and travelling.
- Visual Design: Utilising Stable Diffusion, we developed a prompt to create a realistic woman in her mid-twenties, looking pan-Asian, aligning precisely with the client’s vision.
- Brand Value Integration: Infusing the AI’s character with brand values such as “self-discovery journey,” “spontaneous adventures,” and “dream chasing inspiration,” supported by pillars like discovery, resilience, understanding, and impact.
- Content Voice: Ensuring that all generated content adheres to principles of authenticity, transparency, and is both engaging and conversational.
The implementation of Fiona’s Instagram account marks a significant step in FWD’s commitment to innovation and customer engagement. By bringing this bespoke AI influencer to life, we’ve created a unique and relatable touchpoint that resonates with audiences, encouraging them to pursue their passions while embodying the spirit of FWD.
AI Influencer - Content Creation - Social Media Strategy
AI Animation - AI Prompting
Key Takeaways
- Strategic Brand Embodiment through AI: This project successfully demonstrated how an AI-Powered Influencer like Fiona can embody specific brand values and inspire audiences without direct sales engagement. By focusing on her authentic journey of music and travel, Fiona became a relatable touchpoint for FWD’s emphasis on self-discovery and dream-chasing.
- Holistic AI Persona Development: The project’s success stemmed from a comprehensive approach to AI influencer creation. This included not only advanced visual design using Stable Diffusion and MidJourney to achieve a precise “pan-Asian” look but also meticulously crafting Fiona’s backstory narrative, integrating core brand values, and establishing an authentic content voice. Additionally, we produced videos of Fiona utilizing Luma, HeyGen, and ElevenLabs, meticulously adhering to a detailed prompt to ensure her features aligned with the predefined aesthetics.
- Innovative Customer Engagement and Brand Resonance: Implementing Fiona’s Instagram account represents a significant leap in innovative customer engagement. This AI-Powered influencer created a unique platform for FWD to connect with audiences, inspiring them to pursue their passions and reinforcing the brand’s forward-thinking spirit.
About FWD Insurance Hong Kong
FWD Hong Kong is an award-winning insurance and protection provider focused on changing how people feel about insurance. They are customer-led and leverage digital technology to offer a range of products including life, medical, and general insurance.
FWD aims to provide straightforward claims and a seamless digital experience. Their goal is to empower customers to live life to the fullest with a new kind of cover.
