Analysis of Virtual Spokesperson in Marketing

Abstract

Based on the development of virtual technologies and networks, the virtual idol market is experiencing a remarkable surge, attracting more and more young people around the world, especially in Asia. These virtual icons are increasingly seen as alternative brand ambassadors to traditional celebrities, helping brands broaden their brand image and target audience. A number of well-known brands, including Chanel, Gucci, and L'Oral, have capitalized on this trend by partnering with well-known virtual icons. In keeping with this trend, some brands have even created their own unique avatars to round out their brand image. Watsons, a chain retailer specializing in personal care products, has launched a virtual ambassador "Wilson". Therefore, this paper discusses the current business value of virtual idols through theoretical analysis and takes Watsons' virtual ambassador as an example. It also analyzes and suggests the marketing strategy of Watsons' virtual idol. The virtual idol market is a new market direction with great potential, but it lacks relevant operation experience to maximize its value.