How your favorite brands meet you in the Metaverse

Word “metaverseThere’s been a lot of talk lately, but so far only the big global brands and agencies that are responsible for keeping them ahead of the digital media curve are putting money where their mouths are. Metaverse is a slippery form of media: a spatial, immersive set of virtual worlds that may have some connection with real products in the real world. There is no guide yet on how brands move around them with confidence, and there is no guarantee that they will avoid being constrained.

Jane Lacher, Head of GroupM Growth

Jane Lacher, head of GroupM Growth, helps guide her agency by translating metaverse worlds to major brand clients.


“The flood gates opened on January 1,” he says Jane Lacherhead of growth for GroupM. It is one of the largest media agencies in the world, and its clients include Ford, Google, Coca-Cola and Unilever. CES 2022 was a coming out event for the metaversehe says, thanks to an announcement just two months earlier Facebook would change its name to Meta as he turned towards the metaverse. “Every fifth e-mail or inquiry [from brands] is “what is metaverse, do i have to be there?”

While the question is simple and straightforward, the answer is more nuanced. “It’s going to be big and niche at the same time,” says Lacher. “The niche is that it’s a virtual experience in virtual worlds, big because you have a whole generation that will be virtual first consumers in a decade.”

See also: Shopping at the Metaverse can be more fun than you think

Lacher says he’s looking to see how much and how soon the VR headgear is accepted by this generation. Will it become their vehicle to the metaverse worlds? Or maybe most of the commitment will remain on 2D tablets, phones and laptops?

Gucci on Superplastic

Gucci’s limited virtual characters on the NFT Superplastic platform may not appeal to the typical Gucci client, but they made an impression on Lacher.

Super plastic

The question for brands is not whether to engage in metaverse worlds, but when and how. “The last thing a brand wants to do is create a bad experience on one of them [metaverse] and just be there as an advertiser, ”says Lacher. “The principles of engagement have not changed when it comes to creating value for consumers, and in this area that is more important than anywhere else.”

quotes Nike entry on Roblox and Even sharper movements of Gucci in its brand’s NFT phrases as examples that, at least in part, lead the way. Gucci’s designs for limited series of virtual characters on the NFT Superplastic platform would likely strain the credulity of most people who buy its products in the real world. However, he claims that they are an early sign of a clever large-brand offering of virtual products.

Nikeland on Roblox

Nike launched Nikeland on the Roblox virtual world platform in late 2021. In less than six months, it was visited by over 7 million visitors.


The Metaverse worlds can be won by the best initiators, not necessarily the first. The next two or even three years will probably be the time of exploration by brands. “Where does being in the metaverse look like you, “says Lacher, modifying the typical” what “of the question. “How are you going to measure it, it’s going to take longer, it’s going to be more emotional.”

Watch a video here where Jane Lacher shares with topwatchbest’s Brian Cooley some more early insights into the metaverse for brands.

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