When it comes to the world of social media and engagement with retail, nothing receives more attention in the press than the so-called influencers – those who make headlines with every social media post and can generate controversy with a simple Tweet. The biggest names in global rankings in terms of followers are, of course, celebrities who have managed to turn their worldwide fan base into millions of followers on Instagram and Twitter. For example, Portuguese soccer star Cristiano Ronaldo leads Instagram with over 250 million followers worldwide, while former U.S. President Barack Obama is the global king of Twitter with over 130 million followers on the platform. If you scroll through the biggest names on Facebook, Twitter, and Instagram, you’ll see names like Kim Kardashian, Kylie Jenner, and a bunch of famous singers, athletes, and movie stars. But on YouTube and TikTok, two of the trendiest social media platforms, the biggest names tend to be people who were not famous at all before entering social media, such as Englishman PewDiePie, Brazilian Whindersson Nunes, Americans Charli D’Amelio and Spencer X, and Brazilian Lu. While all these names are heavyweights in social media, none are as unique as Brazilian influencer Lu.
With over 25 million followers across social media channels, she is by far the most followed virtual influencer in the world. That’s right, Lu is 100% digital.
Born in 2003 – an idea of Frederico Trajano, now CEO of Magazine Luiza, one of Brazil’s largest retailers – Lu is a powerful voice throughout Brazil and offers a glimpse of what the landscape of social influencers will look like in the future. She has emerged not just as a mascot or a 3D virtual toy – Lu is, in a very literal sense, the face of Magazine Luiza, or Magalu as the company is known in Brazil. She plays several key roles for the retail network: she is an expert who talks about emerging trends, recommending new brands; she is a reviewer and commentator on new technology products; she is a general guide to the company’s suite of digital tools and platforms; although perhaps her most important role is that of senior ambassador for the company, addressing a range of timely issues that resonate with Magalu’s core values 
.
Consider, for example, the following: last year, in the early days of the pandemic, Lu launched a series of videos on YouTube and made social media posts about the danger of fake news, and where to turn if you are concerned about the quality of the information you are receiving about the virus. Furthermore, Lu has been a staunch advocate for women’s rights, racial equality, environmental protection, and a range of other social issues that are fundamental to Magalu’s value set. The bottom line is that, although Brazilians are fully aware that Lu is not a real person, she has already become one of the most beloved and trusted voices in the Brazilian media landscape, cutting through the daily cacophony of noise produced by news outlets and social media.
Lu’s success has inspired other Brazilian brands to experiment with their own avatars, and while some have had a bit of success, none have come close to replicating Lu’s success – probably because Magalu has dedicated an entire team of marketing specialists, designers, and technologists to support her; everything from her new hairstyles to her famous greeting “Oi gente” is carefully managed down to the smallest details. Unlike Lil Miquela Sousa, the model and singer who is also supposedly Brazilian and resides in Los Angeles, who generated controversy during the 2020 U.S. elections when “she” was forced to admit that she is not actually a real person and is indeed an avatar, Lu’s success does not stem from having fooled millions of people into thinking she was real. The truth is that, apparently, Brazilians are in on the joke and are actively engaging in blogs and chat rooms where they discuss and analyze the backstory of this unique figure.
If all of this seems somewhat exaggerated for you to fully comprehend, you are not alone; Magalu’s Lu is a glimpse into the future of media and communication. And the fact that Lu is a product of Magalu is just further proof that some of the world’s most innovative ideas that sit at the intersection of technology, social equality, and retail are coming from Brazil.
ARICK WIERSON
CNN columnist, television producer & political advisor
Twitter: @ArickWierson