Virtual Influencer Gu Yu Balabala

For long, China’s childrenswear category has been overwhelmed with homogenized princess and traditional Chinese hanfu clothing styles; out-of-date and out-of-style in the eyes of the new generation of digital-native parents. In a multi-dimensional strategic repositioning campaign for kids clothing brand Balabala, Ogilvy Shanghai introduced Gu Yu, a one-of-a-kind virtual influencer that acts as a modern companion of real-life children, inspiring kids to express themselves freely through fashion.