Californian-based clothing retailer PacSun has tapped virtual influencer Lil Miquel to launch a new series of social content to promote the brand's back-to-school and holiday offerings.
To be clear, Lil Miquel is a completely computer-generated influencer and model with a lifelike appearance. She first gained popularity in 2016 and has since gained over three million followers on Instagram and partnered with numerous fashion labels, including Dior, Prada, and Calvin Klein. Considering Pacsun has already launched virtual stores in the metaverse, the addition of a Lil Miqual-backed campaign seems particularly well-suited for the brand.
"Miquela has become a digital muse for Pacsun, and we’re thrilled to be working with a great example of a strong female advocate and inspiration," said the president of Pacsun, Brieane Olson. "She aligns with our core brand values and vision … speaking out on important social issues like BLM and Rally the Vote, as well as achieving inroads into metaverse fashion and culture."
CGI Influencer Campaigns
Pacsun Launches New Social Content with Virtual Influencer, Lil Miquela
Trend Themes
1. CGI Influencer Marketing - Virtual influencers offer a unique opportunity for brands to promote their products through captivating and realistic virtual personalities.
2. Virtual Brand Ambassadors - The creation and partnership with virtual influencers provide brands with the opportunity to reach a wider audience and establish a more diverse, digital brand image.
3. Metaverse Advertising - As virtual stores become increasingly popular, establishing a presence in the metaverse through partnerships with virtual influencers and immersive brand experiences presents a disruptive innovation opportunity.
Industry Implications
1. Fashion Retail - Virtual influencers and metaverse advertising provide innovative methods for fashion retailers, like PacSun, to increase brand awareness and sales.
2. Advertising and Marketing - As virtual influencers gain more popularity, companies in the advertising and marketing industry need to explore the benefits of this new marketing trend.
3. Technology and Entertainment - As the metaverse continues to grow and evolve, the intersection of technology and entertainment becomes increasingly relevant for brands seeking innovative marketing strategies.