#youthgarden
**Exploring the Impact and Potential of Virtual Influencers: Insights from Luca Wilms at the Metaverse Summit 2023 **
At the Metaverse Summit, 15-year-old Luca Wilms from Garden of Youth gave a presentation on virtual influencers and their societal impact. Garden of Youth is a strategic consulting agency focusing on Generation Z, which blends the skills of its young team with the insights of experienced marketing professionals.
Luca discussed the agency’s work in strategic consulting, research, campaign development, production, and customer management. He highlighted Garden of Youth’s expansion into the field of Digital Out of Home, and the creation of their own virtual influencer studio, “Joy”. The agency is developing a virtual influencer also named Joy, who challenges traditional beauty standards by featuring acne scars.
Virtual influencers, animated characters on social media platforms, are a growing trend in marketing. Managed by studios or companies, these influencers can cover various genres and even represent historical figures. They offer many benefits such as flexibility, international reach, and complete control over their appearance and behavior. They also garner higher engagement rates compared to real content creators, with a significant audience between the ages of 18 and 34. However, authenticity, credibility, high costs, and limited responsiveness are potential challenges.
Creating effective virtual influencer strategies requires innovative thinking and an emphasis on authenticity. Luca highlighted the vision of brands developing their own characters and virtual worlds, and stressed the importance of choosing trends that resonate with a brand’s identity.
Case studies included Frosty’s revival of their mascot, Tiger Toni, on Twitch and Prada’s use of a virtual influencer to promote a new perfume. The costs and timelines associated with building a virtual influencer were discussed, noting the potential advantage of being a first mover in the field.
The session concluded with a Q&A, discussing platform choices, audience understanding, and potential applications for virtual influencers. The fascination around virtual influencers stems from their unlimited possibilities and the ability to craft a desired character. The need for traditional institutions like Sparkasse to adopt virtual influencers was briefly explored.