This Campaign Uses Rozy to Reach Millennials & Gen Z
Laura McQuarrie — July 27, 2021 — Marketing
References: instagram & designtaxi
Oh Rozy is a virtual influencer with more than 21,000 followers on Instagram and on a daily basis, fans connect with the character and learn about her daily life. Now, this influencer is working with Shinhan Life, a newly-launched insurance agency in South Korea, on a campaign called Shinhan Life Adds Surprises to Life that specifically speaks to Millennials and Gen Z.
Rozy, South Korea’s first-ever virtual influencer, helps to add interest to financial investment markets by speaking the language of her young demographic. Rozy dances in various settings and her moves may look familiar to TikTok users because they were based on an analysis of the most popular dance moves—and the music for the ad got the same treatment.
Rozy, South Korea’s first-ever virtual influencer, helps to add interest to financial investment markets by speaking the language of her young demographic. Rozy dances in various settings and her moves may look familiar to TikTok users because they were based on an analysis of the most popular dance moves—and the music for the ad got the same treatment.
Trend Themes
1. Virtual Influencer Marketing - The rise of virtual influencers presents an opportunity for marketers to reach out to younger demographics through digital campaigns.
2. Insurtech Innovations - The use of virtual influencers in insurance campaigns presents an opportunity for insurtech companies to tap into a younger, tech-savvy market and disrupt traditional insurance marketing methods.
3. AI-powered Campaigns - The success of campaigns like Shinhan Life's virtual influencer insurance campaign demonstrates the potential for AI-powered campaigns to engage younger audiences with personalized, relatable content.
Industry Implications
1. Insurance - The use of virtual influencers in insurance campaigns presents an opportunity for insurance companies to modernize their marketing strategies and appeal to younger demographics.
2. Marketing - The rise of virtual influencers presents a disruptive innovation opportunity for marketing companies to explore new ways to reach younger audiences through digital campaigns.
3. Technology - The success of campaigns like Shinhan Life's virtual influencer insurance campaign demonstrates an opportunity for technology companies to develop AI-powered marketing tools that engage younger audiences with personalized, relatable content.
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