Puma's "Maya": Southeast Asia's First Virtual Influencer
This case explores how a creative agency in Southeast Asia created the region's first virtual influencer. The client, a prominent global sports and lifestyle brand, wanted someone to run a campaign to promote its new line of sneakers. Because Southeast Asia is an incredibly diverse region, the agency struggled to find an influencer who would appeal across all markets. Eventually, it decided to create its own influencer, using artificial intelligence and the latest 3D-rendering techniques. Through the case, students will study the factors that led the agency to make such a decision, and examine how virtual influencers compare with traditional flesh-and-blood ones, in terms of marketing appeal, cost, and other factors. They will also consider the question of how sustainable virtual influencers are as a marketing tool for future campaigns.