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...

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