Scrolling through my emails this morning, I came across the following headline in my daily Marketing Dive roundup of news and insights:

Virtual influencers. Nothing new.

Celebrity ambassadors. The sky is blue.

What struck me this morning, however, is the market these virtual influencers are targetting with their celebrity friends. Gen Z.

Nearly every assessment and expert analysis I’ve read that provides insight into the Gen Z market stresses the importance of authenticity ad nauseam. I challenge you to find any writing on the topic that leaves out or contradicts Gen Z’s craving for “real.”

So, how does one reconcile the headline above with what’s become the conventional wisdom?

It might be time to revisit or even redefine the meaning of authenticity.

Virtual Humans and the Blurring Lines of Real

If you’re not already familiar, Coach’s latest campaign, “Find Your Courage,” pairs the established strategy of celebrity ambassadors with the rising trend of virtual influencers.

At face value, this is the predictable collision of emerging technology with traditional marketing strategy.

However, when you look deeper, this move by Coach raises questions about what Gen Z is really looking for, and, as such, what the future of brand messaging holds.

Central to Coach’s campaign is imma, a virtual influencer created by Aww Inc. Imma, meaning “now” in Japanese, embodies the campaign’s core theme: challenging the definition of “real” in today’s digital landscape.

By partnering with a virtual character, Coach opens a dialogue about the fluidity of identity, where the physical and digital worlds intertwine, and the lines between “real” and “imagined” blur.

Gen Z Engagement: Authenticity and Empowerment

The campaign directly targets Gen Z, a generation characterized by its embrace of digital identities and its demand for authenticity from brands, a juxtaposition of sorts in itself.

When looking at the campaign with an open mind, “Find Your Courage” speaks to Gen Z’s desire for self-expression and individuality, encouraging them to explore their potential and defy expectations. This is consistent with Gen Z’s rejection of traditional norms and their pursuit of personal empowerment.

Ok, fair enough.

But what are the implications of using virtual influencers to deliver marketing communications to an audience that desires real? And where do celebrities fit in?

Celebrity Synergy: Bridging the Gap

While virtual influencers offer a unique approach, established celebrities still hold tremendous sway. The Coach campaign cleverly bridges the gap by pairing imma with celebrities like Lil Nas X and Camila Mendes. This creates a bridge between the digital and physical worlds, leveraging the star power of celebrities while maintaining the campaign’s focus on virtual identity.

“Find Your Courage” goes beyond simply using virtual influencers as marketing tools. imma participates in genuine conversations, asking questions and learning from the ambassadors.

This co-creation element builds a sense of community, inviting the audience to participate in the exploration of identity and authenticity. This shift from one-way messaging to interactive dialogue reflects a broader trend in marketing, where brands are moving away from dictating narratives and towards empowering consumers to co-create meaning.

Gen Z is smart enough to understand what imma represents and wise enough to hear what the campaign is actually communicating. The importance of identity.

Beyond the Hype: Extending the Reach

In its effort to connect with Gen Z, the “Find Your Courage” campaign goes beyond traditional video content, incorporating gaming and experiential activations. This multi-pronged approach expands its reach into the online and offline worlds where Gen Z thrives.

By creating captivating experiences, Coach aims to build deeper connections with its target audience and drive engagement beyond a single platform.

Additionally, the Coach Tabby Shop pop-up creates a physical space that mirrors the campaign’s themes, blending the virtual and real for a truly immersive experience.

This multi-pronged approach demonstrates how young consumers prefer to engage with brands and content, moving beyond passive consumption to active participation.

Implications for the Marketing Landscape

Coach’s campaign offers valuable lessons. Embracing the fluidity of identity and self-expression requires a move away from rigid definitions of “real” and “authentic” towards acknowledging the complexities of online and offline personas.

Collaborations with virtual influencers can be powerful tools, but they must be, dare I say, authentic, and go beyond simple product placement.

Building communities through co-creation and engaging audiences across multiple platforms is essential to connecting with young consumers who crave connection and shared experiences.

This campaign has several implications for the future of marketing:

• Virtual influencers are here to stay: The success of imma demonstrates the growing potential of virtual influencers. Brands can leverage these characters to explore new narratives, connect with Gen Z, and push the boundaries of creativity.
• “Authenticity” is key: Consumers, especially Gen Z, prioritize authenticity. Brands need to move beyond simply selling products and focus on building genuine connections with their audience through shared values and meaningful experiences.
• The physical and digital worlds are converging: The lines between online and offline experiences are blurring. AR, VR, AI…all are playing their part. Brands must adopt a holistic approach that integrates both worlds to create impactful campaigns.
• Embrace innovation and experimentation: The marketing landscape is constantly evolving. Brands embracing innovation and experimenting with new technologies and approaches will be best positioned to connect with consumers and stay ahead of the curve.
• Let go of conventional wisdom: With the speed at which our world moves and changes, the conventional is a bit passe. It’s all about the now and the next. Don’t stop taking risks, no matter how unconventional.

Looking Forward

Coach’s “Find Your Courage” campaign is a bold experiment that reflects the changing face of marketing. By embracing virtual influencers, tackling Gen Z’s concerns about identity, and creating immersive experiences, Coach offers a glimpse into the future of engaging, impactful, and authentic brand communication.

While the campaign’s success remains to be seen, it undoubtedly sparks a conversation about the evolving marketing landscape and the need for brands to adapt to the demands of a generation that challenges convention and seeks authentic connections.

Use this moment as a call to action to step up, be bold, and find your courage in navigating this ever-evolving landscape we call home.

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What are your feelings towards the concept of “virtual influencers”? Let us know in the comments 🤙 !!!