Who is Imma?
Imma (meaning "now" in Japanese) is a virtual human created by Tokyo-based company Aww Inc. in 2018. With her signature pink bob haircut and fashion-forward style, she has become Japan's most commercially successful virtual influencer.
What sets Imma apart is her seamless integration into real-world settings. She's photographed in real locations, alongside real people, creating a unique hybrid of virtual and physical reality that captivates audiences and brands alike.
With over 50 brand collaborations including Porsche, IKEA, Valentino, and SK-II, Imma has proven that virtual influencers can achieve mainstream commercial success with premium brands.
What Makes Imma Different
Hybrid Real/Virtual Content
Imma is often composited into real photos and videos, appearing alongside real people in real locations. This creates a surreal, eye-catching effect.
Corporate-Friendly Positioning
Unlike edgier virtual influencers, Imma is brand-safe and professional, making her attractive to conservative Japanese corporations.
Full Agency Support
Backed by Aww Inc., a dedicated virtual human company with 3D artists, strategists, and brand deal negotiators.
Cultural Relevance
Japan has a long history of embracing virtual characters (Hatsune Miku, VTubers). Imma taps into this cultural acceptance.
The IKEA Campaign That Went Viral
In 2020, IKEA Japan created a campaign where Imma appeared to "live" in an IKEA-furnished apartment in Harajuku. The installation was visible from the street, and passersby could watch Imma going about her "daily life" through the windows—reading, stretching, using IKEA products.
Results:
- Millions of social media impressions
- Global media coverage (CNN, BBC, etc.)
- Massive increase in foot traffic to IKEA Harajuku
- Established Imma as a mainstream virtual celebrity
Experiential marketing with virtual influencers creates shareable moments that traditional campaigns can't match.
50+ Brand Collaborations
Featured living in an IKEA-furnished apartment
Brand ambassador for Porsche Japan
Virtual runway and campaign
Collaboration campaign
Tokyo Fashion Week feature
Skincare campaign
Product campaign
Product launch
Plus 40+ more collaborations with global and Japanese brands
4 Lessons from Imma's Success
Embrace Your Market's Culture
Japan already loves virtual characters. Imma succeeded partly because the market was ready for her. Research where virtual influencers are most accepted.
Make "Virtual" Your Superpower
Instead of hiding that she's virtual, Imma leans into it—appearing in impossible situations, composited into real photos. Use your AI nature as a creative advantage.
Diversify Brand Categories
Imma works with fashion, tech, food, automotive, and furniture brands. This diversification creates multiple revenue streams and reduces dependency on any one industry.
Invest in Quality Production
Every Imma post is polished and professional. The investment in quality pays off in brand confidence and higher rates.
How to Apply Imma's Strategy
Study markets with high virtual character acceptance
Japan, Korea, and China have strong VTuber and virtual idol cultures. Western markets are catching up. Position accordingly.
Create "impossible" content
Composite your AI influencer into real locations. The juxtaposition of virtual and real creates scroll-stopping content.
Be brand-safe from day one
If you want corporate brand deals, keep your content professional. Controversy might drive engagement but limits monetization.
Build a signature look
Imma's pink bob haircut is instantly recognizable. Create visual elements that make your AI influencer memorable.
Use video strategically
Imma uses video sparingly but effectively. HeyGen and similar tools can help you create professional video content. Learn more →
Ready to Land Brand Deals?
Imma shows that virtual influencers can work with the world's biggest brands. Start building your AI influencer today.