Case Study
Miquela
Challenge
Create mainstream media interest around the first ever AI robot influencer.
PHASE ONE
Our first step was to work with Miquela’s handlers at Brud on a roll-out strategy for editorial that treated her as a real-world talent.
• Fashion partnerships
• Merchandise
• Social activist fundraising campaigns
• Music press
We then pursued long-term relationships with key press partners who could tell the larger story of the Miquela phenomenon.
PHASE TWO
We then pursued long-term relationships with key press partners who could tell the larger story of the Miquela phenomenon.
Coverage was paced to allow organic growth. We held off on in-depth interviews until the Miquela personality felt fully formed
A few publications include New York Times, Wired, Vogue and Interview
Results
This approach allowed us to address potential obstacles quickly and thoroughly, including the hack of Miquela’s Instagram and the subsequent reveal that she was a construction of Brud.
• Highlights from the campaign include:
• A huge musical hit via Apple
• Brand partnership with fashion giant PRADA
• From zero to 1.4 million Instagram followers in one year
NEWHOUSE continues to service Miquela today, along with two other (new) virtual influencers created by Brud on the success of Miquela.
