WEB EXCELLENCE AWARDS -

IMVU FASHION 
TIKTOK CAMPAIGN

Background:

The “metaverse” – this new and innovative space – is only just beginning… or is it? The idea of the metaverse has existed since the early 2000s in spaces like IMVU. Though IMVU was popular when Millennials and older Gen-Z were kids, it’s definitely lost touch and relevancy. In the current saturated digital space, IMVU was fighting for the attention of Gen-Zs – most of whom have forgotten or are largely unaware of IMVU.

The Idea:

We had 2 goals with the IMVU Fashion TikTok Campaigns:
1. One was to generate brand awareness among Gen-Zs and the other was to increase brand affinity. Most of IMVU’s current user base was limited to one niche: gamers. Our goal was to diversify their audience and garner interest from a broader range of Gen-Zs.

2. Additionally, the IMVU brand had developed a “raunchy” reputation over the years. Our objective was to emphasize more innocuous parts of the community and position them as the social site with style.

Targeting:

One of IMVU’s biggest selling points as an app was users’ ability to create a “mini me” avatar and dress it up in the world’s largest virtual fashion catalog created by IMVU 3D artists.
Our target audience was Gen-Z fashionistas who would look to IMVU as an avenue to experiment with fashion - because the possibilities on IMVU are endless. Specifically, we targeted 18-24 year olds in the U.S. who spend most of their time on TikTok and Instagram. They follow the latest trends, watch reality TV for the drama and influencers, and look to anime for entertainment and style inspiration. They dabble in other creative mediums like music or photography and occasionally spend time with social gaming like Minecraft or Roblox.

The Insights:

1. Reach Gen-Z on TikTok

Gen-Z is actively populating new platforms like TikTok, with 66% of its users under 30.
(Business2Community)

Additionally, over 60% of Gen-Zs discover new brands and products on TikTok. (The Koi Pond)

If we wanted to get Gen-Zs onto IMVU, TikTok was the place to reach them.

2. Micro-influencers Drive Gen-Z Interest
Rather than watching a commercial, Gen-Zs prefer a peer review or watch a how-to demonstration from someone they trust.
With influencers, each campaign feels completely different from the other, allowing your product to be the chameleon that consumers are curious about. (Startup Nation)

Micro-influencer IMVU content is the best way to both win over Gen-Z and improve their brand image.

3. Gen-Z Changes the Way We Approach Fashion
People used to look to magazines for fashion inspiration…now it’s all online.
Technology has enabled fashion trends to cross global borders: with Gen-Z getting fashion inspiration online from anywhere across the globe. (98things Vol. 4)

Goodbye Pinterest, Hello IMVU! Through TikTok micro-influencers, we’ll position IMVU as THE platform for fashion inspiration.

The Execution:

Over a span of 8 months, we launched 4 IMVU Fashion TikTok campaigns with a diverse range of Gen-Z micro to macro-influencers in the fashion & lifestyle niche. Each influencer would create an IMVU account and avatar, come up with their favorite outfits, and match with their avatar in their TikTok video. Each fashion campaign had its own theme to show the breadth of IMVU’s fashion catalog and the diverse creative avenues you could take on IMVU:

Campaign #1: #WearYourIMVU

A pilot fashion TikTok campaign to coincide with IMVU’s first ever virtual fashion show.

Campaign #2: #IMVUStylePassport

A travel-themed fashion TikTok campaign for the summer.

Campaign #3: #FallForIMVU

A fall fashion TikTok campaign.

Campaign #4: #AllIWantIsIMVU

A winter and holiday fashion TikTok campaign.

The Results:

With only a $26,500 influencer budget, our 4 campaigns amassed a total of 786.9K video views, 99.2K engagements, 12.6% engagement rate, and 583.4K reached Gen-Z audience. All campaigns accumulated 1,660 hours in watch time, which is over 69 days straight! The influencers’ comments garnered tons of positive sentiment around IMVU - many of which pointed out the fashionable styles the influencers curated.