The future of 3D branding: how brands engage young people through immersive experiences in the metaverse

The metaverse is a digital world where people can meet through avatars, virtual alter egos. It represents an evolution of the Internet where all facets of our online lives merge into 1 virtual reality. Access to the metaverse can be through smartphones, desktops and laptops, as well as through VR or AR glasses. Moreover, there will be integration with the physical world, through sensors and data from our real environment.

3D will play an increasing role in the creation of (brand) content in the future. With the rise of technologies such as augmented reality (AR) and virtual reality (VR), brands can create more interactive and immersive experiences. They are also present at more and more touch points - physical, digital and indirect. In addition, 3D content offers many other benefits.

1. Scalability

3D models can be easily adapted and reused across numerous platforms and formats. Think of different marketing campaigns, websites, social media and even AR and VR environments. This saves time and resources compared to creating unique content for each touchpoint.

2. Uniformity

By using 3D content, brands can keep their visual identity consistent across different channels. This is crucial for brand recognition and ensures that consumers have the same brand experience no matter where they interact with the brand.

3. Flexibility

3D content can be simply adapted to target audiences and contexts. Brands can highlight specific features or functions of products depending on the audience or platform.

4. Interactivity and engagement

3D content allows users to explore products in a dynamic way. This increases engagement and can lead to better conversion as customers take more time to learn about products.

4. Storytelling

Brands can use 3D content to tell stories beyond traditional marketing. They can create unique, immersive experiences that reinforce their message, building emotional connections with consumers.

6. Accessibility

With the growing adoption of AR and VR, brands can use 3D content to make products more accessible. Customers can visualize products in their own environment or explore them in a virtual space before making a purchase decision.

Global brands such as IKEA, Nike, L'Oréal and Coca-Cola have already invested heavily in 3D content creation. In Flanders, the JBC campaign with Camille Dhont is an excellent example of innovative, immersive and gamified content. This campaign specifically targeted Generation Alpha.

Camille's virtual adventure in Roblox

Camille was integrated as an avatar in Roblox, where users could meet her in the special virtual world "JBC x Camille. Players could also participate in interactive activities here. For example, they could dress up their avatars with digital clothing inspired by Camille's own clothing line at JBC.

Virtual clothing line

By providing a digital version of the clothing line in the Roblox world and allowing players to purchase clothing for their avatars and customize their style, JBC deepened the connection between the virtual and physical worlds. This reinforced their brand identity in a playful way in an environment that felt very natural to the young audience.

Special events and music performances

Camille gave digital performances in Roblox. The platform is known for these types of events, which often attract a lot of attention. This interactive experience engaged fans not only in the game, but also in the JBC brand and Camille's music.

The collaboration between Camille, JBC and Roblox shows how brands can use technology to creatively acquire loyal customers and forge closer bonds with younger consumers. Through Roblox's virtual world, JBC not only created brand awareness, but also a unique experience that Generation Alpha will remember for a long time. "The Camille clothing line received the fastest restock in JBC's history and sold 2-3 times more than a normal collection. The PR value was fantastic. JBC was really 'ahead of the curve,'" Pieter said.

Want to learn more about how brands can prepare for the future? Read our blogs and listen to our podcast By Humans for deeper insights.

Go to By Humans: episode 4