A closer look at character-driven marketing and communication through research, practical guidance, and real-world examples of how brands put it to work.
Using brand characters in digital experiences adds personality to the experience and enhances the user journey. By doing this, brands encourage passive viewers to actively interact with the content. This leads to higher brand recall and customer loyalty over time. Brand characters can take different forms, including brand mascots, virtual influencers, virtual brand ambassadors, […]
Did you know a regional retail giant like Magazine Luiza responds to thousands of customer questions, joins local trends, and drives sales during peak shopping moments, all thanks to a digital social media star? Iconic figures like Lu do Magalu exemplify how AI influencers are evolving into dependable sales forces that transform moments into […]
Collaborating with virtual influencers may represent a new chapter in marketing, with both pros and cons of virtual influencers to consider. Virtual influencers offer brands greater control, stronger brand consistency, lower reputation risk, and scalable content production. Their familiarity jumped from 16.5% to 68.4% in two years, with hiring increasing fivefold. This represents the […]
Brand mascot psychology explains why mascots influence how people perceive, remember, and trust brands. Instead of processing a mascot as a visual symbol, consumers often respond to it as a social character with a personality. This happens because mascots leverage several psychological mechanisms: Anthropomorphism: People naturally assign human traits and intentions to non-human characters. […]
Gen Z grew up during the rise of social media. Virtual influencers gained popularity later, particularly in the late 2010s. It is no surprise that the younger generation engages with these digital personas. However, engagement depends less on the technology itself and more on how the virtual character is designed, positioned, and presented. Several […]
For years, brands have been taught to work in campaigns. So everything turns into moments. A launch. A promotion. A seasonal push. Each one gets planned, executed, measured… and then we move on to the next. Inside a company, this actually feels good. Teams are busy, budgets are being used, and there’s always something to […]
Digital human kiosks are interactive event experiences where an AI-powered virtual character communicates with attendees, answers questions, and represents a brand through natural conversations. Traditional booths struggle to capture attention nowadays. Customers demand interactive experiences rather than being treated as mere consumers. That said, two-way communication is becoming a global standard. The digital human […]
Can a digital character with no heartbeat ever make you feel like you truly know them? Considering virtual influencers’ authenticity, the answer appears to depend on the emotional connections we forge with these crafted personas. You open your feed and see a post from a young woman with pink hair. She talks openly about […]
Could a single digital face, flawless, tireless, and scripted to perfection, quietly rewrite how millions connect, shop, and see themselves? That is the quiet power virtual influencers now hold in marketing today, raising key considerations around AI influencer ethics. Millions of users now follow them on TikTok, Instagram, and YouTube. These characters now command […]
Human influencers and virtual influencers serve the same purpose: helping brands reach and influence audiences, but they offer very different advantages. The main differences come down to four factors: Authenticity: Human influencers build trust through real experiences and personal stories. Scalability: Virtual influencers can create content and engage audiences without human limitations. Creative control: Brands […]
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See how a character can bring your brand into the stories, conversations, and experiences your audience cares about.
