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Virtual Influencer Kenna

  • Client: essence Cosmetics
  • Category: Influencer Marketing, Social Media Campaigns
  • Date: Dec 2019

Challenge

essence Cosmetics was looking to create an innovative and big splash with a virtual influencer. Other brands like KFC, Samsung and Calvin Klein had already worked within the virtual influencer space, but no cosmetics brand had created a cgi influencer on Instagram…yet.

Their goal was to create attention, create a unique entrance into their brand and provide loyal fans with an interesting activation that they could relate to.

Solution

Kubbco developed the strategy and approach to the virtual influencer, eventually landing on the name Kenna. We devised the storyline, her personality, her look and launch campaign.

We used the latest in 3D technologies to craft Kenna from scratch. We decided to make her an intern at essence Cosmetics, to give fans a sneak peak behind the scenes at essence, and to also give her a reason to exist in the essence universe.

Results

Press coverage for essence in major international publications

$1.1 million in Earned Media Value

0 to 46k followers for Kenna’s own Instagram profile from

113% increase in likes compared to similar posts

7% increase in engagements

Post 1

  • 20k likes
  • 134 comments
  • Highly positive sentiment
  • Higher engagement than average

Post 2

  • 21k likes
  • 274 comments
  • Mixed sentiment, but overall positive + neutral
  • Higher engagement than average model posts

Post 3

  • 11.6k likes
  • 102 comments
  • Highly positive + neutral sentiment
  • Engagement on par with average model posts

Post 4

  • 8.9k likes
  • 102 comments
  • Mixed sentiment
  • Higher engagement than average model posts

Post 5

  • 15.1 likes
  • 81 comments
  • Mixed sentiment, but overall positive + neutral
  • Collaboration with influencer drove significant followers and likes on Kenna’s own account

Press

AdAge

The Drum

Media Post Agency Daily

Trendhunter