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. Miquela has over 3 million followers on Instagram and 3.6 million on TikTok at the time of publication. The perpetually young influencer is also positioned around the types of causes that Pacsun’s target demographic is known to care about.
Overall, the partnership between Pacsun and Miquela can be considered a success, as it allowed the retailer to tap into the growing metaverse trend and connect with its core audience in a unique and innovative way. By collaborating with a virtual influencer, Pacsun demonstrated its adaptability and willingness to explore new marketing strategies, which is essential for staying relevant in the ever-evolving world of retail and fashion.
Jeanel has 15 years of retail, marketing and brand management experience. She has started an ecommerce business in 2019, after working in corporate retail and real estate as a senior managing director and former consultant. She's traveled all over the world, speaks at world renowned trade shows and events, holds a Bachelor’s of Commerce (B.Comm) and a Certificate in Commercial Real Estate. You can connect with her on Linkedin.