In recent years, influencer marketing has become a crucial strategy for brands to reach and engage with their target audience. However, the rise of algorithms prioritizing user-generated content over traditional advertising has made it difficult for brands to fully control their brand voice. To combat this, brands are turning to virtual influencers – fictional digital characters that provide a platform for brands to have complete control over their corporate engagement.
Two virtual brand narrators, Livi and Léon the lion, have recently gained attention for their ability to embody specific projects and represent innovation within their respective organizations. Livi, developed by LVMH, was launched as the virtual spokesperson for the recruitment campaign of LVMH Lab at Viva Technology 2022. With a sophisticated personality and style, Livi serves as the flagship character for LVMH’s vision of “innovation” and can participate in live or online events. There is even the possibility of Livi becoming the ambassador for product launches or VIP events.
On the other hand, Léon the lion was developed by Publicis Groupe as a direct collaborator within the organization. As the Chief Metaverse Officer, Léon represents Publicis’ expertise in the metaverse. Also launched at Viva Technology, Léon is a playful and endearing character who interacts with audiences through short videos, providing insights into the metaverse for clients and employees. With a warm and friendly personality, Léon fulfills his role in raising awareness and capturing attention.
These virtual brand narrators not only bring novelty to brand communication, but they also have the potential to effectively convey complex subjects and unite people around strategic topics. The examples of Livi and Léon demonstrate that these fictional digital characters can embody the values and vision of an organization while adapting to current trends. As communication becomes increasingly digital, diffuse, multifaceted, and complex, virtual brand narrators offer a trend worth keeping an eye on. They provide lasting and reliable reference points, amplifying the voices of brands in the crowded digital landscape.
To learn more about virtual influencers and their impact on brand communication, you can check out the following links:
1. Link 1: This article explores the rise of virtual influencers and how they are shaping the future of influencer marketing.
2. Link 2: Discover the potential benefits and challenges of using virtual brand narrators in this informative piece.
