Publicis Groupe has revealed the launch of its first-ever virtual influencer in the MENA region: Leila Nour, who intends to be more than just a lifestyle influencer, with the aim of collaborating with brands that champion causes such as social justice and sustainability.
Campaign Middle East discussed the strategic thought, rollout, and the impact of this initiative on brands and the marketing landscape with Mohamed Abu Gabal, Associate Business Director – Content team, at Publicis Groupe Middle East.
Within a week of Leila’s launch on Instagram, she has garnered a 108 followers and has shared six posts highlighting herself as a lifestyle enthusiast advocating for world peace and sustainability, “inspiring a better future, one post at a time”.
“One key advantage is the control and consistency we can maintain — having full control over Leila’s persona, behaviour, and messaging, which ensures our brand’s values are always represented accurately. Plus, virtual influencers don’t face personal issues or scandals, making them a reliable choice for long-term brand partnerships, and ensuring brand safety,” Mohamed Abu Gabal explained.
Virtual influencer – Brand safety and consistency
As a virtual influencer, Leila Nour’s personality and storyline can be designed and tailored for content specific to any campaign that Publicis Groupe so chooses. At the moment, Leila’s back story is that she’s Arab, lives in Dubai, and values human connections and simple living. Her authenticity forms the foundation of all her content, and she is open only to collaborations with brands that share her values.
“We will be highly selective about the brands we partner with, ensuring they align with Leila’s core values and vision. This approach allows us to maintain the authenticity of her persona without diluting her image by overexposure or inconsistent collaborations. By doing so, we preserve her credibility while driving long-term value for both her audience and our brand partners,” Abu Gabal explained.
That said, the flexibility of operating a virtual influencer is that Leila can keep up with the trends, and can be adapted quickly to relevant product launches and seasons.
“In the long run, this is also a cost-effective solution, eliminating risks like no-shows or travel expenses that can come with human influencers,” Abu Gabal added.
Virtual influencer – Measurement, performance and authenticity
When asked about the impact and effectiveness of this creative approach Abu Gabal said that it aligns perfectly with the future of digital marketing, specifically speaking to performance and measurement.
“We’re excited by the higher engagement rates virtual influencers tend to attract — they appeal to audiences for their novelty and can seamlessly exist across various digital platforms, from social media to virtual reality. What’s more, performance tracking is precise, giving us valuable insights into audience preferences and engagement. Leila is highly customisable too, allowing for personalised interactions with our audience,” Abu Gabal added.
Leila Nour will only be active on Instagram with a focus on growing her follower base, engagement, and affinity with her audience, Publicis Groupe confirmed.
“Our go-to-market strategy will primarily involve integrating her into influencer marketing campaigns for both existing and potential new clients,” Abu Gabal revealed.
Within a market currently filled with influencer content, Campaign Middle East questioned Mohamed Abu Ghazal about how a ‘virtual influencer’ initiative speaks to authenticity.
“It’s crucial that, like all influencers — whether real or virtual — there’s a value exchange for the audience’s time through informative, educational, and entertaining content, all while respecting cultural norms. We are transparent about her virtual nature and intend to disclose any sponsorships with proper hashtags to maintain trust with her audience,” Abu Gabal said.
He added, “We will ensure compliance with intellectual property rights and privacy laws, if any user interaction or data collection occurs. Leila’s content stays truthful and respectful, adhering to platform policies and steering clear of misleading claims or harmful products, especially in sectors like health and beauty. By being mindful of ethical considerations and ensuring representation without perpetuating stereotypes, Leila continues to engage with her audience authentically, while offering brands meaningful, values-based partnerships.”
Credits
A blend of talent and technology brought Leila Nour to life – pun intended.
The project was conceptualised and led by Mohamed Abu Gabal, Associate Business Director – Content, Publicis Groupe, with key contributions from the following team members:
- Fouzia Noor, Senior Executive – Content
- Lea Nahed, Senior Executive – Influencer Marketing)
- Noha Elswerki, Manager – Media and Influencers Partnerships
- Hisham Mohamed, Manager – Agile Creation
- Jolie Haddad, PubCubs Intern
