This week, a very remarkable intern starts at the Flair editorial team: Sassy Soeki, a virtual influencer. Virtual influencers have been popular for several years in countries like the US and Japan, but in our country, the concept is still quite new. The largest Belgian media brand for young people, published by Roularta Media Group, is in full digital development and thus strengthens its position as a frontrunner in offering relevant content.

Virtual influencer

Virtual influencers are computer-generated characters brought to life using 3D modeling, animation, and AI. They have a unique personality and style, allowing them to captivate their audience on platforms like Instagram, TikTok, and YouTube. With virtual influencers like Sassy Soeki, brands can connect with the right target groups in an innovative way through visually appealing content and consistent communication, which is becoming increasingly important in marketing strategies.

One of the first and most well-known virtual influencers is Lil Miquela, launched in 2016. Since then, many other virtual influencers have emerged, each with their own unique story and brand. Compared to the United States and Japan, the concept is relatively new in Belgium.

Klara Verzele, Influence Expert: 

“Virtual content creators like Sassy Soeki offer an exciting new form of engagement. As an influence expert, I see that the mix of AI and human creativity creates a unique tone of voice that can be both flexible and recognizable. The challenge and opportunity lie in finding the balance between innovation and authenticity, something that is important for every digital personality.”

Digital innovation

With groundbreaking initiatives like this virtual influencer, RMG not only strengthens its market-leading position in the magazine landscape but also creates new opportunities for engagement and brand experience. The commitment to digital transformation enables RMG to proactively respond to the future of media and the needs of the audience.

Elisabeth Bungeneers, Business Development Manager influencer marketing: 

“I am extremely excited about Sassy Soeki and everything she has to offer. Her charisma and unique character make her intriguing to follow – you always want to see more of her! At the same time, this project offers unique opportunities for brands and advertisers. The collaborations will be exciting and fun, and certainly won’t go unnoticed. A partnership with Soeki is the way to effectively reach young target groups, such as Gen Z and millennials.”

Mark Daemen, Director of Strategy & Innovation (Roularta Advertising): 

“RMG is in full digital transformation and is firmly committed to innovation and partnerships to remain the most relevant media partner in the long term. Content creation is becoming a multimedia process; at Flair, even digital-first. By flirting with the boundary between the real and virtual world, Flair manages to captivate its young audience. This not only opens new doors for the editorial team but also for advertisers.”

Partnerships

Sassy Soeki was born from a strong collaboration between different departments within and outside RMG. In partnership with Uncanny, a leading creative studio excelling in technical execution and design, the Flair editorial team focused on character design and visual realization. Through our shared passion and enthusiasm, they have managed to create an attractive and unique character.

Instagram: https://www.instagram.com/sassy_soeki/
TikTok: https://www.tiktok.com/@sassy_soeki