The pandemic has left a lasting impact on social media usage, and Magalu’s e-commerce experienced unprecedented growth as a result. In turn, the relevance of social media has increased, especially in Brazil, the third-largest user of social media in the world, where 71% of people follow online influencers. Notably, 76% of Brazilian consumers have purchased products influenced by content creators. With this in mind, Magalu saw an opportunity to maximize the potential of their virtual assistant, Lu, and transform her into a powerful influencer. Magalu recognized that failing to embrace the creator trend would put them at a disadvantage compared to those who did, and so they set out to turn Lu into a pop culture celebrity and fashion icon. By humanizing her approach and participating in conversations, supporting social causes, appearing on TV shows and fashion magazines, and partnering with famous artists, Magalu aimed to strengthen Lu’s connection with her followers and increase sales on their e-commerce platform. Although Lu had already built a strong following through her relatable and humanized approach, Magalu knew that they needed to take her to the next level. They set out to transform Lu into an online diva, a trendsetter, and a virtual face for their brand. To achieve this, Magalu invested in creating 3D renderings that allowed Lu to interact more effectively with her followers and promoted her through a calendar of activations on major social media channels.Magalu also collaborated with pop culture icons, such as global DJ Alok and Brazilian music star Anitta, to create custom projects that showcased Lu’s talents and increased her visibility. Lu starred in music videos, live performances, talk shows, appeared on international events and even appeared on Vogue and Elle Magazine’s cover. She also promoted important social causes, such as women’s rights, LGBTQIA+ equality, and racial justice. In summary, Magalu recognized the importance of embracing the creator trend and transforming Lu into a powerful influencer to remain competitive in the e-commerce space. Through careful planning, brand partnerships, and innovative strategies, Magalu successfully elevated Lu to a pop culture celebrity and fashion icon, increasing sales and brand awareness in the process.