Pacsun continues to grow its digital presence by collaborating with the first known virtual influencer, Miquela. As a leader within the metaverse, the addition of virtual influencers into its campaign initiatives is a natural next step for the retailer. Pacsun aims to further strengthen the connection with its core demographic who are exploring the digital space.
Pacsun and Miquela will collaborate on social content, amplifying the brand's back-to-school and 2022 holiday campaigns. Miquela became a phenomenon in 2016, when the 19-year-old robot based in Los Angeles appeared on Instagram and instantly went viral. Since then, she has graced a billboard in Times Square, has been named by TIME Magazine as a "most influential person on the internet," and has gained a millions-strong cult following known as her "Miqaliens."
"I'm so excited to be working with Pacsun on this campaign," said Miquela. "As a fan of their fits, vibe and vision, I couldn't be happier to partner up as we explore what the future of fashion and culture looks like for a new generation."
"Miquela has become a digital muse for Pacsun and we're thrilled to be working with a great example of a strong female advocate and inspiration," said Brieane (Brie) Olson, President at Pacsun.
This partnership marks the beginning of an exciting marketing strategy for the specialty retailer, who will be leaning more into the virtual influencer space and the metaverse heavily throughout Q4.