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Lenovo hires virtual influencer Imma for campaign in Japan

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By Shawn Lim | Reporter, Asia Pacific

December 13, 2021 | 3 min read

Lenovo has hired a virtual influencer for its new campaign in Japan to encourage people to express and embrace their creativity.

The campaign, called ‘Yoga For All of Us,’ sees the influencer Imma – a computer-generated model – appear in a brand video alongside human Japanese influencers Ai Momoka, Glay and Nao to share the message that people who have creative visions and pursue them have a chance of making their dreams a reality.

The human influencers were chosen for their diversity of hair colors, skin tones and gender expressions, which represent their different lifestyles.

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Imma started her career as a virtual influencer in July 2018 and her purpose is to represent fashion, décor and tech

Lenovo hopes the campaign will change how the world has redefined the concept of ‘normal,’ as lifestyles, professions and backgrounds once deemed to be alternative are now accepted as mainstream.

“Our Yoga line is designed to take into account the diverse needs of our customers, who hail from a range of backgrounds and personalities,” said Xiqiao Liu, chief marketing officer for Japan at Lenovo.

“Imma, with her larger-than-life style and dauntless attitude, is a perfect partner for us in our quest to celebrate each customer’s uniqueness and spark their creativity.”

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Imma appeared as a virtual influencer in July 2018 and began posting fashion, décor and technology content. She was selected as ‘Woman of the Year 2020’ by Forbes Women and appeared in the closing ceremony of the Tokyo Paralympics earlier this year. Brands including Ikea have also used her for campaigns.

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