Pacsun, a leading youth-oriented specialty retailer, has taken a bold step into the metaverse by partnering with the first-ever virtual influencer, Miquela. This collaboration marked the beginning of an exciting marketing strategy for Pacsun, focusing on the virtual influencer space and the metaverse heavily throughout Q4.
The partnership aimed to strengthen the connection with its core demographic of Gen Z shoppers who are exploring the digital space. Miquela, a 19-year-old robot based in Los Angeles, became a
phenomenon in 2016 when she appeared on Instagram and instantly went viral.
Since then, she has gained millions of followers, known as "Miqaliens," and has been named by TIME Magazine as a "most influential person on the internet." Miquela is best known for her authenticity, inclusivity, and youthfully unique style, making her an ideal partner for Pacsun.
The collaboration between Pacsun and Miquela involved social content promoting the brand's back-to-school and holiday campaigns in 2022. Miquela's involvement helped Pacsun build on its recent social media successes, such as surpassing its goal of reaching 2 million followers on TikTok.
The brand achieved this milestone by leveraging a mix of hashtag challenges, shoppable livestreams, creator partnerships, and content made by its in-house team. Working with Miquela also allowed Pacsun to extend its reach on social channels that have been increasingly central to the retailer's growth strategy…
