Dentsu to Provide Ad Packages Using the Avatar Fashion-Focused ZEPETO Metaverse

Supporting Corporate Branding Aimed at Gen Z and Gen Alpha in Asia

Dentsu Inc. (hereinafter Dentsu), CARTA COMMUNICATIONS Inc. (hereinafter CCI), Dentsu Digital Inc.(hereinafter Dentsu Digital), and Septeni Co., Ltd. (hereinafter Septeni), today announced the launch of Japan's first "Creator Collaboration Packages" for advertising using the NAVER Z Corporation's ZEPETO metaverse app. The service, a collaboration with persuasive ZEPETO creators and influencers, facilitates corporate branding and awareness-raising measures. Its main targets are the feeds¹ of young people from Gen Z and Gen Alpha².


In recent years, the entry of fashion brands into the metaverse has been attracting attention. ZEPETO, a metaverse platform developed in South Korea, focuses on avatar fashion and has over 400 million users³ worldwide, mainly young women in Asia from Gen Z and Gen Alpha.
ZEPETO users enjoy interacting with each other using 3D avatars customized according to theirpreferences. Currently, more than 13 million items for these avatars can be purchased⁴ on the platform. Although such metaverse developments are being recognized outside of Japan as a source of new trends, Japanese companies have so far not significantly utilized the metaverse for marketing.

The "Creator Collaboration Packages," the first advertising service in Japan to use ZEPETO, compriseadvertising distribution slots⁵ for the production of brand PR content based on a menu of offerings designed to increase brand exposure.
Multiple influencers⁶ compatible with the target brand who have a following mainly in Japan post generated PR content, after clearly stating that it is an advertisement.

The goal is to effectively target and engage young people, particularly those in Gen Z and Gen Alpha, by posting entertaining PR content on ZEPETO while at the same time improving the cost-effectiveness of marketing activities conducted by companies in the metaverse. The results are verified via reports examining the effectiveness of the implemented measures.

The following services are currently available:

■ Creator Collaboration Package menu

Dentsu, CCI, Dentsu Digital, Septeni, and NAVER Z will continue using the metaverse to create opportunities for new customer experiences, contributing to business transformation in the media industry.

Notes:
1. Refers to videos and images posted on ZEPETO.
2. People born between 2010 and 2024.
3. As of May 2024, according to ZEPETO.
4. As of June 2024, according to ZEPETO.
5. All advertising distribution plans comprise reserved advertisements in targeted placement slots within a predetermined period of time.
6. Multiple influencers will be used for each advertising plan in line with their number of followers.

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