Magazine Luiza: Lu From Magalu: The Biggest Virtual Influencer in the World

Magalu, a retail brand, launched a campaign in Brazil to transform Lu, a virtual influencer, into a pop culture celebrity and a fashion icon by strengthening her connection with followers to bring in more revenue and increase brand awareness.

Background

It's well known the impact the pandemic had on social media usage. Magalu’s e-commerce had a historic growth. And as the relevance of e-commerce grew, so did the relevance of social media. Brazil is the 3rd largest user of social media in the world. 71% of Brazilians follow an influencer online. The result of this behavior is also true to retail, in the sense that 70.7% have bought a product influenced by a content creator. In January 2021, Lu from Magalu was already well known and had millions of followers but Magalu understood that accelerating Lu’s influencing potential to...

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