In our previous article, we introduced virtual influencers and talked about how they can be beneficial for any marketers campaign. From benefits like flexibility and relevance, virtual influencers have certainly proven to be highly valuable in any marketing campaign.
However, our focus today is not about the relevance of virtual influencers. Instead, we are delving into some of the top virtual Instagram influencers. Who are they? How have they managed to gain such a following on social media?
Among Southeast Asia influencers, one of the most popular virtual influencers would have to be PUMA’s Maya, who has paved the way for other virtual influencers in the marketing scene.
What was the idea behind Maya’s creation? Well, Puma simply wanted an influencer who could transcend geographical boundaries and differences. Different locations have different cultures. Naturally, marketers will tailor their campaigns and approach based on the environment of the market.
In the words of Amit Sutha from UM Studios & Ensemble Worldwide, it is impossible “for any single influencer to cut across the entire Southeast Asian (SEA) region”. Yet, virtual influencers could resolve the differences between geographical markets. The high customizability of a virtual influencer is a way out, as they appeal to the Southeast Asia market as a whole.
That being said, the creation of a virtual influencer is a complex one. From the outward appearance to the personality. The traits that Maya possesses were curated to fit Southeast Asia’s audience. Through the use of data, an influencer that appealed to the emotional side of internet users was created.
Virtual Southeast Asia influencers: #1. Maya
The first influencer on our list needs no introduction. After all, we have talked about how Puma collaborated with the virtual influencer Maya (@mayaaa.gram) and paved the path for virtual Asian influencers.
Unsurprisingly, Maya is an ambassador for Puma. This explains why certain traits of hers are rather related to the brand’s athletic aesthetic. Maya is an influencer created solely for Puma’s marketing purposes. This can be compared to the other type of virtual influencers – influencers that are created to collaborate with several brands.
Puma’s daring move to create a virtual influencer specially catered to their brand says a lot about the brand. Apart from keeping up with trends, it also shows that Puma is aware of the bigger, macro environment where marketers are tapping into technology in their campaigns.
Virtual Southeast Asia influencers: #2. Ava Gram
Secondly, we have Ava Gram (@avagram.ai). This virtual influencer is exceptionally special as she is the first virtual influencer in Singapore. From trendy outfits to attention grabbing videos, this influencer is certainly who with a lot of style.
Although Ava Gram currently does not have an extremely large following, considering how her account was created recently, the influencer’s following is rather substantial. In fact, she has started working on marketing campaigns with brands. For instance, BHG, the department store, recruited Ava to promote BHG’s in house labels.
Virtual Southeast Asia influencers: #3. Reah Keem
Thirdly, we have Reah Keem (@reahkeem), who is a Korean virtual influencer. LG, the electronics brand, introduced Rhea in their keynote event, marking her first appearance. The event was actually to promote the company’s new line of LG CLOi UV-C robots. Interestingly, they chose a virtual influencer, a persona created by technology, to introduce robots that are also products of technology.
The ingenious way of getting interesting personalities to introduce their brand’s products turned out to be a hit. After all, what better way to leave an impression than to catch your audience with the element of surprise? Who would have thought to introduce a robot with another ‘robot’?
Virtual Southeast Asia influencers: #4. Imma
Fourthly, we have (@imma.gram), who is a Japanese virtual Asian influencer. Currently, Imma has more than 300k followers Imma, which makes her a macro influencer.
Apart from collaborating with brands, Imma is an example of the endless possibilities of tapping into virtual influencers. In fact, Imma has recently launched her very own line on Amazon. Imma’s launched a rather successful collection, selling out several items. After all, could anyone have resisted the allure of unique pieces?
Imma has an interest in fashion and all things aesthetic – from her unique pink hair to her flawless skin, she has made quite the name for herself. Her unique looks and impeccable sense of fashion explains the number of followers she has online.
Virtual Southeast Asia influencers: #5. Rae
Lastly, we have Rae (@here.is.rae), who is another Singapore based Asian influencer.
A quick look on her Instagram and you will never be able to guess that she is a virtual influencer. Rae takes part in a range of activities that add depth to her online persona – from skateboarding to drawing and many more!
She is the perfect example of how virtual influencers can be tapped into alongside actual, real life influencers. Rae has collaborated with multiple local influencers. Some of the influencers that Rae has collaborated with include influencers from Night Owl Cinematics (NOC), the Singaporean production company well known for its YouTube videos. Other influencers that have managed to work with Rae include Mr Sabotage, also known as Mark Ong, who is the founder of SBTG, the brand that has made waves in the streetwear scene.
Therefore, Rae is an embodiment of what it is like to incorporate technology into an influencer marketing campaign. Working with both real-life influencers and virtual Asian influencers would provide room for endless creativity.
Conclusion
To conclude, these are some of the virtual Asian influencers that have made waves in the region. Of course, there are many others but these virtual asian influencers are a great starting point!
Sources
thedrum, news/2020/03/17/puma-introduces-virtual-influencer-south-east-asia-called-maya
