Tiffany & Co. (Tiffany) collaborated with Chinese virtual influencer AYAYI to promote the Knot collection.
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AYAYI is the first “meta-human” launched in China by Ranmai Technology in May 2021. AYAYI has over 790,000 followers on Weibo and Xiaohongshu. Since she debuted on Xiaohongshu, AYAYI has collaborated with global luxury and cosmetics brands such as Guerlain, M.A.C cosmetics, Make up forever, L’Oréal Paris.
On 28th February, AYAYI released some content on her personal Weibo and Xiaohongshu promoting the Tiffany Knot collection.
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Following China’s crackdown on the entertainment industry, a growing number of brands are experimenting with digitally-created KOLs. These collaborations also enable brands to entice a younger audience and to tap into the Metaverse.