HomeTmall Expands Metaverse Presence With New Virtual Influencer ‘Sinki’

Tmall Expands Metaverse Presence With New Virtual Influencer ‘Sinki’

Tmall’s Metaverse campaign is an exciting new approach to marketing in China’s digital landscape.

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Updated: April 4, 2023
Tmall virtual human Sinki

China’s most prominent brands are embracing the Metaverse as the world increasingly shifts towards a digital-first future. In this virtual universe, users can engage with each other and digital entities. 

Tmall, the e-commerce platform, introduced its most advanced Double 11 yet, featuring a virtual human designer called “Sinki,” offering customers a unique shopping experience.

With its growing involvement in digital technology, Tmall continues to explore the Metaverse by introducing virtual human designer Sinki, catering to China’s young consumers’ interest in virtual interaction.

The Campaign–to Create a Unique and Immersive Shopping Experience Within the Metaverse

Tmall’s campaign aims to create a unique and immersive shopping experience within the Metaverse.

The campaign is focused on engaging users with Sinki’s virtual persona and using her influence to drive sales on Tmall. The Metaverse provides a new and innovative way for Tmall to reach its target audience and create a more substantial brand presence within the digital space.

Sinki, in collaboration with beauty brands Estée Lauder and SK-II, created a three-dimensional space station where customers can view virtual products from a 360-degree perspective.

The immersive Metaverse space was available on Tmall’s mobile app and exhibited original AR digital collectibles and artwork. Sinki will promote Tmall within the Metaverse.

With her fanbase is growing exponentially, and Tmall hopes to leverage Sinki’s popularity to attract more users to their platform.

The e-commerce platform hosted a range of digital collectible giveaways on the Chinese social media site Weibo. Also includes limited-edition Estée Lauder virtual sunglasses and digital lipstick, to encourage user participation.

Tmall’s latest digital influencer, Sinki, has gained significant popularity on Weibo, with 620,000 views for the hashtag “Sinki is coming.”

How Does This Differ From Other Campaigns in the Metaverse?

Tmall’s Metaverse campaign differs significantly from other campaigns that the company has done in the past. Traditionally, Tmall has relied on celebrity endorsements and promotional discounts to drive sales and increase brand awareness.

However, the Metaverse provides a unique opportunity for Tmall to engage with its target audience in a more immersive and interactive way.

Moreover, the Metaverse campaign does not limit to promoting sales on Tmall. Instead, the campaign creates a unique brand experience that users will remember and want to engage with.

Tmall’s Metaverse campaign could create a new level of customer loyalty that traditional marketing tactics cannot achieve.

This move expands the platform’s brand influence and offers an opportunity to engage a new generation of customers.

How Did the Campaign Perform?

Tmall’s Metaverse campaign has been met with great success thus far.

The virtual influencer, Sinki, has quickly gained popularity on social media platforms, with many users expressing excitement and admiration for the character.

Tmall is dedicated to providing immersive digital shopping experiences using XR, especially during these unprecedented times.

To achieve this, Tmall introduced three-dimensional virtual complexes on its upgraded mobile app, which can be accessed without VR/AR headsets or goggles.

Over 70 brands brought over 700 products to Tmall’s XR-powered marketplace during this year’s Double 11 as part of the company’s efforts to embrace immersive retail.

According to a report by Waypoint Marketing, Tmall’s Metaverse campaign has seen the following results:

  • Got many followers on Weibo and 620,000 views for the hashtag “Sinki is coming.
  • Increase in sales during the campaign period
  • Increase in overall brand awareness
  • Increase in website traffic
  • Increase in engagement on Tmall’s social media accounts

Tmall’s Metaverse campaign has garnered attention from industry leaders, with many praising the brand for its innovative marketing approach.

According to a spokesperson for Tmall, “We are excited to be at the forefront of Metaverse marketing in China. The response from our users has been positive. We look forward to continuing to delve into new and innovative ways to engage with our target audience.”

What Could Tmall Learn From Other Campaigns in the Metaverse?

Tmall’s Metaverse campaign is an exciting new approach to marketing in China’s digital landscape.

By leveraging virtual influencers and creating an immersive shopping experience within the Metaverse, Tmall is paving the way for other brands to follow suit.

The campaign results are impressive. The potential for Metaverse marketing to revolutionize the way brands reach their target audience is irresistible.

Tmall campaign is an impressive move; however, it could also learn how other retail brands such as Game, Flipkart, and Walmart successfully tap into the Metaverse.

These brands share awareness and immersive experiences by partnering with influential platforms like Roblox or blockchain base.

Tmall can leverage the popular platform to widen its reach, especially the younger demographics or Gen Z.

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