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商品編號： HK1288 出版日期： 2021/06/02 作者姓名： Phan, Tuan Quang;Ong, Sandy 商品類別： Marketing 商品規格： 18p 再版日期： 地域： Asia;Malaysia;Singapore 產業： 個案年度： -
商品敘述：
This case explores how a creative agency in Southeast Asia created the region''s first virtual influencer. The client, a prominent global sports and lifestyle brand, wanted someone to run a campaign to promote its new line of sneakers. Because Southeast Asia is an incredibly diverse region, the agency struggled to find an influencer who would appeal across all markets. Eventually, it decided to create its own influencer, using artificial intelligence and the latest 3D-rendering techniques. Through the case, students will study the factors that led the agency to make such a decision, and examine how virtual influencers compare with traditional flesh-and-blood ones, in terms of marketing appeal, cost, and other factors. They will also consider the question of how sustainable virtual influencers are as a marketing tool for future campaigns.
涵蓋領域：
Advertising media;AI and machine learning;Consumer marketing;Digital marketing;Marketing;Marketing strategy
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