Episode 27 | ft. Annette Lee | Avatar First Strategy | Zepeto | Brands In Play

Episode 27 of Brands In Play, Albane Prioux sits down with Annette Lee, Head of Global Business Development at Zepeto, to unpack how the platform’s avatar-first model has created a global audience that’s majority Gen Z female. Annette breaks down the four creator types driving the economy and how each opens up a different path for brand activations. She explains why Hyundai, a car brand, has unexpectedly become one of Zepeto’s top-selling “fashion” labels, and how features like outlinking to real-world sites give the platform a conversion advantage most virtual worlds can’t match. Before the interview, Nic Hill and Albane break down a big week in immersive marketing:• GTA and Battlefield sending strong signals toward UGC integrations• Panda Express launching across Roblox and Fortnite simultaneously• Snapchat, WPP & Lumen measuring attention on ad formats• Netflix House bringing IP into permanent immersive venues in Philadelphia and DallasBefore shifting into a real-time review where Nic explores Hyundai’s IONIQ 6 activation, jumping into custom photo and video booths, picking up branded wearables, exploring the Planet Hyundai 3D world, and testing out a mobile-friendly racing mini-game.Watch the full episode  #BrandsInPlay #ZepetoEpisode 27 is now live.And hit follow on Brands in Play for weekly insightsFollow Annette Lee - https://www.linkedin.com/in/annette-lee-%EC%9D%B4%EC%98%88%EC%A0%84-6896b330/Follow Zepeto - https://www.linkedin.com/company/naver-z/posts/?feedView=allFollow Us:Nic Hill -   https://www.linkedin.com/in/nic-hill-6553873/Albane Prioux -   https://www.linkedin.com/in/albaneprioux/Edward Regue -   https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/#BrandsInPlay #Zepeto

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