Lu from Magalu

Magazine Luiza (Magalu)2021

Lu from Magalu is a 2021 virtual influencer (social media) for Magazine Luiza, created by Ogilvy, São Paulo.

Video via YouTube — “5 fatos sobre mim - Canal da Lu - Magalu”, uploaded by Canal da Lu - Magalu · Watch on YouTube

Why it works

Lu began in 2003 as a virtual sales assistant on the website of Magazine Luiza, the Brazilian retailer now called Magalu, giving a human face to online shopping when e-commerce was only starting to take off. She grew into the brand's spokesperson and a social-media personality in her own right, explaining technology, joining dance trends, speaking out on domestic violence and LGBT rights, and being hired by other brands such as Adidas. From 2021 Magalu and Ogilvy São Paulo pushed her further into pop culture: music videos, a celebrity dance contest on TV Globo, football commentary. She is studied as a widely cited example of a brand-owned virtual influencer that grew into a media channel: by 2024 she had around 32 million followers, had appeared on the cover of Vogue Brazil and was answering customers on WhatsApp. She won a Gold Lion in Social & Influencer at Cannes in 2022 and a Grand Clio in 2023 for use of talent and influencers.

Techniques

  • Mascots and characters A virtual sales assistant grows into the brand's spokesperson and a social-media personality, dancing, explaining technology and answering customers as the retailer's human face.

Sources · 4

  1. Lu, do Magalu, conquista Ouro em Social & Influencer Meio & Mensagem (2022) · meioemensagem.com.br
  2. Corona's 'Plastic Fishing Tournament' and GEPAE's 'Morning After Island' Each Win 3 Grand Clios Muse by Clios (2023) · musebyclios.com
  3. Meet Lu, The Non-Human Influencer With 25 Million Followers Observer (2021) · observer.com
  4. Marketing machines: inside the world of virtual influencers Raconteur (2024) · raconteur.net

Updated

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