Marks and Spencer enlists Happy Finish for launch of first virtual influencer

M&S has announced an expansion to its Insider programme with the arrival of five new Insiders – one of which is a virtual persona named Mira (aka Marks & Spencer, Influencer, Reality, Augmented).

This has been developed using a combination of photography, CGI and computer vision.    

Mira was created in collaboration with Happy Finish.

Jeremy Yates, Director of Strategic Partnerships at Happy Finish, says: “It’s brilliant to see our latest project with M&S launch today.”

“They are real leaders when it comes to strategic use of cutting-edge technology to engage existing and new audiences. A big part of our work for M&S focuses on helping the brand unlock new ways to bring its product ranges to life and enrich customer experience.”

“Creating Mira to complement the existing Insiders team is set to do both. We look forward to many more innovative projects with the amazing team at M&S.” 

Insiders launched in 2018 and is made up of M&S colleagues – from store assistants and stylists to buyers and designers – who share style inspiration and product finds with their followers. There are now 13 Insiders.

Mira will join them in showcasing M&S’ latest collections, trends and style tips.

M&S says that it will be able to experiment by responding to trending conversations at pace and be agile with how and when content is captured.

Creating a virtual influencer also gives the retailer the opportunity to connect with a younger audience.

M&S lays claim being the first high street retailer to experiment with its own digital character.

Anna Braithwaite, Director of Marketing for Clothing & Home, says: “We are excited to welcome Mira to our M&S Insider family.”

“Her introduction is the just latest example of how M&S has become bolder in experimenting with emerging technology and trends to inspire our customers – whether that’s our live shopping events or our expert online consultation services such as digital bra fit.”

“A virtual influencer means we can be more fleet of foot in live trends/conversations and opens possibilities in both the physical and virtual world in the future. I can’t wait to hear customer feedback and see where we take Mira next.” 

It’s Christmas!

Also this week, M&S is launching its first dedicated live shoppable Christmas series on M&S.com which will feature guest presenters covering a different theme each week, including dressing the home for Christmas, great value gifting and a what to wear guide.

The show streams live every Thursday at 6pm.  

M&S first entered this space in January to give customers the opportunity to join a shoppable live broadcast, hear more about a product range and pose live questions to an expert.