Rae is one of Asia’s top virtual influencers. She has over a million fans on Instagram and Weibo and has sold out her streetwear collection. She has performed on stage alongside celebrities and has been featured in global fashion magazines. More than just a virtual model, Rae also launched NFTs to support STEM education for girls to encourage more of them to study science, technology, engineering, and math. Her future as a virtual celebrity, looks bright.
Even as her popularity grew, the story behind Rae has been kept under wraps until recently, and it’s one that is inspiring global Chief Marketing Officers (CMOs) to consider entering the world of Virtual Influencers. Bee Leng Tan, Managing Director of Digital Ventures at CapitaLand Investment was joined by Stan Lim, Chief Creative Officer at Dentsu Creative Singapore, to share this story and the learnings around the creation of a virtual influencer.
CapitaLand, one of Asia’s largest diversified real estate groups, created Rae in 2020 during the global COVID pandemic. With over 1,200 properties, spanning more than 260 cities in over 40 countries, the company faced an unprecedented operating challenge when lockdowns meant that tenants, shop owners, and consumers were stuck at home. With very few people hitting the malls and travelling overseas, retail sales and hotel occupancy rates were at record lows.
CapitaLand’s tenants, shoppers, and hotel guests were the top priority and the team had to find ways to help tide through the pandemic. Bee Leng explained, “Beyond business continuity, we also knew that we had to start thinking about future-ready initiatives that will position us as a forward-looking company that will emerge stronger after the pandemic.”
HOW TO MAKE A VIRTUAL PERSON?
Stan shared an insight into the process, “We had many debates over the values that she will represent, the way she showed up, what her passion points are, and what’s that one message she’s going to bring to the world.”
Taken from: https://www.dentsucreative.com/es/news/rae-virtual-influencer