Native Drop: Are virtual influencers the future of fashion?
We release daily LinkedIn and Twitter content that breaks down Web3 concepts and brand case studies. Here are some of the highlights from the last fortnight.
Welcome to the new subscribers who have joined us since the last newsletter!
We release daily LinkedIn and Twitter posts that break down Web3 concepts and brand case studies that are likely to drive mainstream adoption. Here are some of the highlights from the last fortnight that you may have missed:
The future and Web3 is unfolding at a rapid rate. 99% of people and businesses will fall behind. Here’s how anyone can get started and succeed with Web3:
Follow the right people: Here is a great resource on 100 leaders to follow in Web3.
Tap into the right conversations: Surround yourself with the communities that are shaping the future of Web3. Three of our favourites: CPG, Boys Club and banklessDAO.
Stay up-to-date with your knowledge: Here are a few simple recommendations to get started.
Find the detailed post here.
Virtual Influencers: The future of fashion
The virtual influencer market is estimated to reach $42.5 billion by 2030. What are they and how are brands already using them?
A virtual influencer is an animated digital character that exists entirely online. The characters are often purposefully made to look human-like to allow followers to connect with them and create a bond of trust that has the power to influence their purchasing decisions.
Luxury Italian brand Ferragamo has tapped China’s popular virtual influencer Ayayi for its latest campaign as part of its Spring 23 collection. The digital being, which was created by Chinese technology company Baidu, has become one of the most sought-after influencers in China.
Why does this matter?
This is not the first time that a metahuman has been used in advertising campaigns. For example, brands like Tiffany & Co, L’Oréal and Huawei have collaborated with virtual influencers in the past to promote their new products.Â
The benefits of using virtual influencers:
They yield 3x more engagement than human influencers (HypeAuditor, 2021)
They are cost effectiveÂ
They are able to target a specific audience without any geographical boundaries.
This is the beginning of a new culture of influencers where reality is a digital construct.
Find the detailed post here.
Metaverse Fashion will be a $55B industry by 2030 (Deloitte, 2022). PacSun is getting ahead of the opportunity, and here are the 3 lessons for other brands:
PacSun has launched PacVerse, a new interactive metaverse experience that allows users to interact with the PacSun brand in an immersive and innovative way. It will feature a virtual airport, an upside-down universe and an icy, winter-themed wonderland.
Why does this matter?
The future of marketing is in the metaverse as it provides brands with the opportunity to deeply engage customers.
While adults strugÂgle to find uses for the metaÂverse, kids are alÂready imÂmersed in the techÂnolÂogy, as they earn and spend virÂtual curÂrency while playÂing games and soÂcialÂisÂing on platforms like Roblox (The Wall Street Journal, 2022).
PacSun is leveraging experimentation to learn deeply about customer reactions and behaviours: PacSun can grow its community in the both digital and physical worlds and an use the platform to learn about customer behaviours and guide future product development.
The metaverse becomes an extension of a brand’s marketing strategy: In developing a metaverse, brands need to consider purpose, customers, what they value and how they can add value to them in the long term.
Find the detailed post here.
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