Off-price retailer Brands for Less has revealed a campaign collaborating with AI influencers.
Brands for Less also claimed to be the first regional retailer to partner with AI Instagram personalities, featuring the first GCC virtual influencer Mayaseen, and the first Arab AI star, Jood.
Speaking exclusively to Campaign Middle East, Samar Ragheb, Influencer Marketing Manager, Brands for Less, said, “AI influencers allow us to tell the story of Brands for Less in a way that resonates with our tech-savvy, social media-engaged audience. Our goal is to showcase the diversity and inclusivity of our brand, highlighting how our products cater to a wide range of lifestyles and preferences.”
The first campaign was rolled out across multiple channels to maximise reach and engagement on social media platforms such as Instagram and TikTok.
“Going forward, we can think of new approaches where AI influencers will create and share engaging content about our products and the brand experience. Additionally, there will be a mix of digital ads, influencer takeovers, and user-generated content to keep the audience engaged,” Ragheb added.
The recent buzz around AI influencers has captured the attention of audiences and brands worldwide, offering them new opportunities to connect with its customers creatively. Brands for Less partnered with AI influencers agencies who created Jood and Mayaseen.
“We have teamed up with them to develop compelling visual content as its crucial in ensuring the influencers we use are aligned with our brand values and effectively engage with our target audience,” Ragheb said.
AI talents Mayaseen and Jood reportedly provided a blend of advanced technology and human-like interaction. Through this collaboration, Brands for Less aimed to create personalised content that aligns with its diverse and dynamic audience.
“We anticipate that the campaign will positively impact several soft metrics, including increased brand likeability, heightened brand awareness, improved brand recall, and a more favorable brand sentiment,” Ragheb said.
She added, “By engaging with AI influencers, we expect to create content that resonates well with our audience, leading to higher levels of interaction, such as likes, shares, and comments, as well as a more emotional connection with the brand. Additionally, we hope to see increased organic mentions and discussions about the brand, which will further enhance our visibility and reputation.”
Since the campaign is geared towards brand awareness, it will analyse sentiment analysis from social media mentions and comments to gauge how the campaign has influenced public perception and brand sentiment.
Referring to further expansion opportunities within the AI influencer space in the near future, Ragheb concluded, “For this initial campaign, we did not include exclusive merchandise. However, we recognise the potential of AI influencers to highlight specific products and drive interest. In our upcoming campaigns, we plan to introduce merchandise-specific content, allowing us to feature exclusive items that align with the influencers’ unique styles and the preferences of our audience. This will create excitement and a more personalised shopping experience, driving both engagement and sales.”
