Virtual influencers have become an indispensable part of the Asian media landscape and are now of increasing significance for more and more people outside the continent as well. The fictitious, completely computer-generated avatars and their social media profiles attract the attention of millions of people, especially on Instagram and TikTok. In China alone, the industry’s sales volume is expected to more than triple from the equivalent of €860 million in 2021 to €2.8 billion in 2023, according to a forecast by management consultancy iiMedia Research.
Porsche is also active in this field. The successful entry into the world of virtual influencers here is marked by the cooperation established in 2021 between Porsche Ventures and iMaker, China’s leading provider of virtual influencers and digital ecosystems. Founded in 2019, the startup’s mission is to support global brands and platform partners in the development and deployment of digital brand ambassadors.
The cooperation with iMaker is forward-looking for the sports car manufacturer in two respects. On the one hand, it opens up new opportunities for developing and interacting with young target groups in China. This is because virtual influencers are becoming increasingly popular, especially among the younger generation.
"From a brand and marketing perspective, there is enormous potential for Porsche as virtual influencers are playing an increasingly important role in the Chinese ecosystem in terms of customer touchpoints," explains Ostin Gong, Lead in Partnering and Venturing at Porsche Ventures China. "The average age of Porsche customers in China is 35. Therefore, it is critical for us to understand the values, hobbies, habits, and consumer behaviour of the young population in China. iMaker is hitting a sweet spot in terms of interacting with Gen-Z through the introduction of its avatars."
On the other hand, Porsche and iMaker are exploring the concepts of building a new digital ecosystem that will expand and enhance the digital customer experience in Porsche vehicles. This places the focus on developing new digital content and technologies for in-car applications.
"We strongly believe that in the near future, the car will become a very important ‘third space’ - next to the home and the office - where much of our digital life will take place. Interactive and more personalized virtual assistants are being conceptualized for this third space," says Ostin Gong. "These assistants could help users navigate, find restaurants, or play music and other entertainment, for example."
