Vendredi 28 août 2020, Tokyo, 15h00, les écrans géants de l’enseigne IKEA Harajuku s’allument. Placés de part et d’autre de la boutique, les écrans LED diffusent l’intérieur du petit appartement d’une influenceuse japonaise, Imma.
Immergés dans son quotidien, les passants peuvent l’apercevoir évoluer dans un intérieur meublé de produits IKEA et cela pendant 3 jours.
Intrusif me direz-vous ? Mais c’est sans compter la réelle identité de Imma.
Imma, une influence virtuelle.
Passionnée de mode, de cinéma et d’art, suivie par 300k personnes sur Instagram, Imma est le profil parfait de l’influenceuse tendance.
Avec ses traits quasi humains, cette mannequin est pourtant le fruit de l’imagination de la société japonaise spécialisée dans la 3D, CG ModelingCafe.
Entièrement numérique, l’influenceuse nipponne n’en est pas à sa première collaboration. Après Lego ou Nintendo, c’est au tour de IKEA de collaborer avec Imma, la jeune femme à la popularité grandissante.
Le showroom IKEA, un concept unique
Suite à une première collaboration appréciée avec IKEA en avril 2020, l’enseigne suédoise avait tout intérêt à réitérer un partenariat avec Imma.
Pour cette toute nouvelle opération, IKEA a vu les choses en grand en installant des écrans LED dans l’ensemble du magasin IKEA. La technologie utilisée a permis de faire apparaitre l’influenceuse dans de véritables espaces de vie.
Ainsi, les passants pouvaient réaliser leurs achats tout en observant Imma dans son quotidien de jeune tokyoïte : passer son aspirateur, monter un meuble IKEA avec une facilité déconcertante, utiliser son téléphone sur son canapé, faire du yoga…
Les consommateurs pouvaient se projeter dans un espace de vie agréable et fonctionnel grâce à l’optimisation d’un appartement aux petits espaces.
Bien sûr, tout était pensé, pour optimiser l’expérience d’achat. Ainsi, l’ensemble des produits visibles sur la vidéo étaient disponibles, à l’achat, dans la boutique IKEA Harajuku.
Par ce showroom, la volonté du géant de l’ameublement était d’approfondir le concept du « Happiness At Home » : « Nous pensons que toute maison, quelle que soit sa taille, doit être un endroit où l’on se sent vraiment à l’aise. Comme nous continuons à y passer plus de temps que jamais, nous nous sommes associés à Imma pour partager avec Harajuku le concept de vie dans un petit espace et de bonheur à la maison. » nous explique l’enseigne sur son site.
Avec ce concept, pourtant très localisé (seulement dans la boutique japonaise), IKEA a fait parler de lui à l’international. Journalistes et consommateurs ont salué l’idée novatrice du géant suédois.
IKEA n’a, d’ailleurs, pas hésité à relayer son évènement sur son site et ses différents réseaux sociaux. (Ci-dessous, la vidéo de l’événement disponible sur le youtube de IKEA)
L’influence virtuelle, l’influence de demain ?
L’influence virtuelle ne cesse de prendre de l’ampleur depuis quelques mois.
Apparue en 2016, avec l’iconique Lil Miquela (influenceuse virtuelle américaine aux 2,8 millions d’abonnés), le phénomène continue d’affoler les réseaux sociaux.
Des centaines de « virtual influenceur » voient le jour chaque année (parmi eux @shudu.gram, @bermudaisbae, @blawko22 ) et leur succès est retentissant.
A la pointe de la tendance et très appréciés des 18-24 ans, les influenceurs virtuels n’ont rien à envier à leurs homologues humains. D’ailleurs, ils obtiennent des taux d’engagement nettement supérieurs aux influenceurs réels.
Forcément avec un tel succès, les marques ne peuvent passer à côté de cette tendance. C’est notamment le cas de IKEA mais aussi des grandes maisons de luxe tels que Balmain, Dior ou Kenzo.
Dans la course à l’influence virtuelle, la France n’est pas en reste. Dana Beauvoir, une influenceuse écologiste française, multiplie les partenariats avec des marques responsables.
Et rien d’étonnant, de retrouver un post sponsorisé IKEA sur son feed Instagram.
Disponibilité 24h/24, faible coût et très rentable, les marques ont tout intérêt à parier sur ce nouveau type d’influence.
Mais cette tendance, aussi étonnante qu’effrayante, est-elle faite pour durer ? Une guerre entre influenceurs réels et virtuels va-t-elle éclater ?
Envie d’en apprendre plus sur le domaine de l’influence ? On vous donne rendez-vous juste ici pour découvrir pleins d’articles sur ce thème !
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