The use of virtual ambassadors has become a popular marketing tool in today’s digital age. These virtual characters can effectively represent a brand’s voice and values, allowing for a stronger connection with customers. However, it is important to understand the fundamental rules of marketing when utilizing virtual ambassadors. In this article, we will analyze three different virtual ambassador strategies and examine their successes and failures.
The first example is Guerlain’s use of a virtual mascot named La Petite Robe Noire. Created by Delphine Jelk, a perfumer at Guerlain, this virtual character aimed to capture the younger generation of women and compete with other perfume brands. The marketing director, Ann Caroline Praza, came up with the name La Petite Robe Noire, which perfectly represents Guerlain’s values of empowerment, sophistication, and elegance. The virtual silhouette of the little black dress not only humanizes the brand but also creates an authentic and positive image for customers. The success of this virtual ambassador can be attributed to its ability to create an emotional connection with customers and differentiate itself from the competition.
On the other hand, Renault’s virtual ambassador, Liv, failed to make a strong impact. Despite having realistic human features, Liv did not generate enough visual appeal for the audience. Additionally, the message justifying her presence was perceived as philosophical and ambiguous, making it hard for customers to understand her role as a virtual ambassador. Furthermore, Liv’s arrival seemed out of place and lacked a coherent personality, leaving customers puzzled about Renault’s intentions. These factors contributed to the overall failure of Liv as a virtual ambassador for Renault’s Kadjar.
Similarly, Prada’s virtual ambassador, Candy, also fell short of expectations. Despite attempts to describe her as sweet, sensual, bold, and impertinent, Candy failed to establish a genuine emotional connection with users. Her lack of distinct personality made her forgettable and prevented her from evoking positive emotions. Furthermore, Candy was not aligned with the brand’s history and values, which caused a disconnect between the character and the consumers. This lack of brand coherence hindered the success of Candy as a virtual ambassador for Prada.
In conclusion, virtual characters can be powerful and effective brand ambassadors, but they must be created in an organic manner that aligns with the brand’s identity and values. Additionally, these virtual ambassadors should establish a genuine emotional connection with customers and be rooted in the brand’s history and aesthetics. By following these fundamental rules of marketing, brands can harness the potential of virtual ambassadors to effectively communicate their values to customers.
Useful links:
– The Power of Virtual Brands in Customer Engagement
– What is a Virtual Ambassador and Why are They Important in Marketing?
