A virtual pop idol gets real results

Lynk & Co invited Yousa, a virtual idol popular with Gen Z, to become the owner of their new car model and created a music video with her. Many brands have tried to collaborate with virtual idols, so what made this campaign so special?

The content was not only a commercial ad, but a genuine co-creation resulting in a well-received song and performance from the virtual idol.

The campaign attracted many further creations by BiliBili influencers. More than 20,000 people participated in the discussion and many went on to publish their own video content spin-offs. The number of views exceeds 8.4 million, far exceeding the results of similar campaigns. It highlights the power of getting Gen Z involved as co-creators of your brand, rather than passive spectators.

BiliBili is a perfect platform fit for Lynk & Co, the Chinese-Swedish automobile brand with a focus on internet connectivity and innovative purchasing models, and a target demographic of young professionals. Collaborating with Yousa, who has more than 2.7 million followers on the platform and is deeply loved by young people in Asia, was a great recipe for building a long-lasting impression on China’s most extensive and in-depth video platform.