Gen Z retailer Pacsun and Miquela, the first virtual influencer, newly announced a partnership to explore the digital space and speak to digital natives. The collaborators will be creating seasonal social media content, especially for supporting the brand during back-to-school season, and amplifying its 2022 holiday campaigns.
Miquela, the "19-year-old robot based in Los Angeles," is followed by millions of "Miqaliens" and she resonates with a young audience for her authenticity, inclusivity and unique sense of style. Early images from the partnership show the virtual influencer and so-called "queen of the metaverse" wearing the PacSun Pacific Sunwear I Heart U Tank Top and Rolled Sweat Shorts in front of the NYC Flagship Pacsun store.
As the new muse for Pacsun, Miquela offers a look into the future of virtual influencers and marketing in the metaverse.
Key Themes Behind This Trend
- Virtual Influencer Marketing
- Businesses can leverage AI-generated influencers like Miquela to reach a wider, younger audience and bring a fresh perspective to their brand.
- Metaverse Brand Collaborations
- Partnering with virtual influencers and incorporating metaverse elements can help companies tap into Gen Z's desire for authenticity and novelty in marketing.
- Seasonal Social Media Campaigns
- Creating seasonal and timely social media content with virtual influencers like Miquela can help brands stay relevant and top of mind for their target audience.
Where This Applies
- Fashion and Apparel
- The fashion industry can leverage virtual influencers to showcase their products and reach a wider, younger audience in the metaverse.
- Marketing and Advertising
- Using virtual influencers and incorporating metaverse elements in marketing campaigns can disrupt the traditional advertising industry and offer new, innovative ways to reach consumers.
- Digital Media
- Creating partnerships between virtual influencers and digital media companies can help both parties grow their audience and stay ahead of the competition in the metaverse.
