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    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

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    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home News

Why the World Health Organization Turned to a Virtual Influencer to Share COVID-19 Tips

CGI Instagram star Knox Frost is soliciting donations and sharing dependable advice

21/09/2021
in Featured, News
3 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By T.L. Stanley, Adweek

The World Health Organization has enlisted a fake human to help with a very real challenge: how to get accurate, vetted information about COVID-19 in front of millennials and Gen Z.

Knox Frost, a virtual influencer with more than 1 million Instagram followers, is now helping solicit donations and tout social distancing, hand washing and other best practices to fight the coronavirus crisis.

Posts from the computer-generated character—a 20-year-old Atlanta resident who loves basketball and video games—started this weekend. “Hey — listen up. I’ve partnered with @WHO to combat corona,” he says, introducing the relationship. “Let’s show them younger generations are in this fight.”

The WHO has been in overdrive on its social media for the past few months, tripling its social team’s headcount and disseminating a steady stream of tips and facts about the coronavirus while rooting out myths and hoaxes. The group has partnered with Facebook, Google, LinkedIn, Pinterest, Snapchat, Tencent and TikTok to put out candid, unbiased messages about the illness.

Its move to tap into a virtual influencer may be a first for a philanthropy, according to Ryan Detert, CEO of Los Angeles-based Influential, who spearheaded the pro-bono campaign for WHO’s COVID-19 Solidarity Response Fund.

“It made sense to use Knox Frost for this campaign because he is a great voice for the Gen Z and millennial audience,” Detert said. “We also realized that a virtual influencer participating in a social good campaign could generate a lot of excitement and attention.”

Knox is one of a growing army of fictional content stars like Lil Miquela, Blawko, Bermuda and Shudu who are “quickly emerging as an innovative new part of the influencer landscape,” Detert said. “They’re cutting edge, and the notable ones get great engagement on their posts. You also can’t deny that they’re a big draw in the mainstream media.”

Not everyone is sold on the blossoming trend, which has featured virtual influencer product pitches for Starbucks, Glossier, Spotify and numerous legacy fashion brands.

Internet Matters, a watchdog group, has criticized virtual influencers, saying they could confuse young people, especially children. The group argues that the creators behind these CGI characters aren’t always transparent about their motives, and the ultra-curated accounts are even less realistic than human-powered social posts.

Detert doesn’t see it that way, noting that even fast food giant KFC has debuted a virtual Colonel Sanders.

“CGI influencers are beneficial because they are the most controlled way to disseminate information to a Gen Z/millennial audience,” he said. “And I also believe that it’s fairly obvious that these are CGI and not trying to fool anyone. Top CGI influencer Lil Miquela’s bio on IG even describes herself as ‘change-seeking robot with the drip.’”

And even though Knox Frost isn’t real, his social posts lean into authentic issues like anxiety, loneliness and mental health. The character’s creators intend to combat fake news and speak directly to tough-to-reach demos through their work with WHO.

“As we’ve all seen in the media, Gen Z and millennials need to take [the seriousness of coronavirus] to heart,” Detert said.

Frost, in his relentlessly upbeat tone, has put out several coronavirus-related posts recently, including, “Anyone in quarantine who needs a DM?” and “New plan for the next few months: work with what you have at home. I’m talking FaceTiming your friends daily, keeping track of your thoughts on paper, drinking more water than usual, checking the news only once a day, doing something creative, or picking up a new hobby.”

Detert noted that his talent roster includes other virtual influencers, and that he plans “to use them more in the future.”

Tags: WHOWorld Health Organization
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