How deepfakes could change fashion advertising
Like a growing number of marketers and investors, Dhillon emphasizes the “absolutely positive” applications of technology. As Covid-19 blocks restrict in-person activities and advertisers explore digital technologies, deepfakes have significant potential for experiential marketing. Face swap technology, which once took weeks to complete, can now be done in minutes with “Hollywood quality” output, according to Reface co-founder Dima Shvets.
Experiential marketing tends to be associated with the physical environment, such as pop-up stores, but deepfake technology can bring experiential marketing online, directly to consumers, says Dhillon. Examples could include interactive fashion weeks or gaming experiences, he says.
Dynamic influencer marketing
Dynamic campaigns (the term for large-scale micro-targeted advertising) are becoming a key tool in a marketer’s arsenal. Deepfakes have the potential to help brands reach customers with highly targeted and personalized messages. For influencers and celebrities, deepfakes help them easily expand their reach by agreeing to run a fashion ad campaign and model clothes without even showing up for a photoshoot. Millions of different deepfake ads can be served instantly on platforms like Facebook, while up to 100 different influencer ads targeted to various audiences can be served, says Simon Lejeune, growth marketing consultant.
This isn’t a giant leap in a world where digital identities like gaming avatars already overlap with real identities, while CGI models mix with real life influencers. Imagine a new type of agreement, where an influencer provides a brand with a 15-minute sample of audio content and a few video shots. Using deepfake technology, a brand can turn that content into thousands of hyper-targeted ads. “Influencers could start laying off their faces and voices to brands,” says Lejeune. “A computer can take their faces and voices and reproduce them in 16 different languages or poses, and select the most compelling.”
Over the past year, brands have turned to acquiring licenses and rights to use content produced by influencers and using the content as advertisements from their branded channels, rather than paying fees. influencers to post on their own feeds, explains Emily Hall, campaign manager at the marketing agency. Goat, which has offices in London, New York and Singapore. By acquiring usage rights, brands can choose captions that best match their tone of voice or produce different cuts and edits of content to be posted to the social network they deem most effective, with metrics available. “It gives brands an element of control,” says Hall.
Organic influencer content typically costs 5% more, but acquiring usage rights can cost 20-30% more than the original fee. “It’s still great value for money,” says Hall. “Influencers always create content and do the heavy lifting for brands. “