IMVU
At IMVU, I was tasked with scaling user acquisition while optimizing media spend.
One of my key innovations was launching IMVU’s TikTok channel in 2017, and being selected for TikTok's marketplace beta, allowing us to advertise six months before the platform's U.S. launch.
I also used AI and machine learning to manage budgets and bids across channels like TikTok, Snapchat, Meta, Google UAC, offer walls, and Connected TV, which helped improve campaign efficiency and drive better results.
IMVU’s debut TV commercial invited viewers to escape the everyday and step into a limitless virtual metaverse. It highlighted the platform’s versatility—whether you’re making friends, getting married, going on vacation, role-playing, or simply seeking a break from reality, IMVU offered a creative haven where you can be anyone and do anything you imagine.
The second set of IMVU videos starred a young fashion influencer who also played on IMVU, introducing style-conscious viewers to the platform. By connecting fashion trends with the IMVU experience, these videos appealed to a younger, style-focused audience. Ultimately, we refined the content into 10 shorter clips that proved effective at driving conversions.
This series featured Carmen King, a well-known gaming influencer renowned for stirring up virtual drama. Through her content, viewers were introduced to IMVU’s exciting new features—like “Live Rooms”—that let users host audiences much like a TV show. Her playful commentary helped demystify IMVU’s world, showcasing its possibilities and energizing its community.
Triplets Transition Videos highlighted the idea that a social life doesn’t have to be anchored in the real world. By collaborating with Triplets, we showcased transitions blurring the lines between everyday life and the metaverse. These creative shifts resonated deeply with viewers, demonstrating that they could express themselves in IMVU just as authentically as they do in the real world.
Next, we introduced a unique IMVU-branded sound, encouraging fans to embrace and reuse it. Another trio of influencers showcased an original IMVU dance synchronized to this sound, sparking a wave of engagement as users adopted both the tune and the moves to express themselves within the platform.
Taking a fresh approach, we partnered with a magician to highlight IMVU’s sense of wonder and possibility. Through illusion and enchantment, the videos demonstrated how IMVU can magically connect users, transport them to new locales, and enable friendships in ways the physical world can’t, inspiring viewers to explore and create their own digital adventures.
The final series starred a Gen Z urban fashion influencer, illustrating IMVU’s extensive range of style options. By highlighting the platform’s fashion-forward possibilities, these videos inspired users to customize their avatars, elevating their looks and expressing their personal style in the virtual world.