Dentsu, CARTA COMMUNICATIONS (CCI), Dentsu Digita, and Septeni have launched Japan’s first “Creator Collaboration Packages” for advertising using NAVER Z’s ZEPETO metaverse app. The service, a collaboration with persuasive ZEPETO creators and influencers, facilitates corporate branding and awareness-raising measures. Its main targets are the feeds of young people from Gen Z and Gen Alpha.
In recent years, the entry of fashion brands into the metaverse has been attracting attention. ZEPETO, a metaverse platform developed in South Korea, focuses on avatar fashion and has over 400 million users worldwide, mainly young women in Asia from Gen Z and Gen Alpha.
ZEPETO users enjoy interacting with each other using 3D avatars customized according to their preferences. Currently, more than 13 million items for these avatars can be purchased on the platform. Although such metaverse developments are being recognized outside of Japan as a source of new trends, Japanese companies have so far not significantly utilized the metaverse for marketing.
The “Creator Collaboration Packages,” the first advertising service in Japan to use ZEPETO, compris eadvertising distribution slots for the production of brand PR content based on a menu of offerings designed to increase brand exposure.
Multiple influencers compatible with the target brand who have a following mainly in Japan post generated PR content, after clearly stating that it is an advertisement.
The goal is to effectively target and engage young people, particularly those in Gen Z and Gen Alpha, by posting entertaining PR content on ZEPETO while at the same time improving the cost-effectiveness of marketing activities conducted by companies in the metaverse. The results are verified via reports examining the effectiveness of the implemented measures.
