Lu do Magalu, the world’s most followed virtual influencer
- BRACAI
- 6 hours ago
- 3 min read
Lu do Magalu is the world’s most followed virtual influencer.
She is a computer-generated character owned by the Brazilian retailer Magazine Luiza, originally created in 2003.
Often described as an AI influencer, Lu did not start as a social media character. She began as a virtual sales assistant designed to help first-time internet users shop online.
Her significance comes from longevity and utility. Lu existed long before “AI influencer” was a concept, and she built trust by being useful, not aspirational.
That is why Lu still dominates global rankings today, while many newer virtual influencers struggle to stay relevant.
Quick facts: Lu do Magalu
Is Lu real? No. She is a computer-generated character
Owner: Magazine Luiza (Magalu)
First appeared: 2003
Niche: commerce, tech, lifestyle, retail education
Scale: 30M+ followers across platforms
Brand safety: Very high. Fully controlled corporate asset
Background of Lu do Magalu
Lu was created in 2003 as “Tia Lu,” a 2D virtual assistant on Magazine Luiza’s e-commerce site.
At the time, online shopping in Brazil was new and intimidating. Lu’s job was to explain products, guide users through checkout, and reduce anxiety around buying electronics online.
This origin matters. Lu spent her first decade building trust, not chasing attention.
In 2009, Lu evolved into a video host on YouTube through iBlogTV, where she reviewed products, explained technology, and pioneered early unboxing-style content in Brazil.
By the time social media became central to commerce, Lu was already seen as a credible guide, not a mascot.
Lu’s collaboration with Vogue Brazil
Lu’s appearance on the digital cover of Vogue Brazil marked a decisive shift in how virtual influencers are treated by the fashion industry.
In 2022, Lu became the first Brazilian virtual influencer to appear on a Vogue cover. This was not a branded content placement or a novelty feature. Vogue positioned Lu as editorial talent, styled and framed with the same seriousness reserved for human models.
The strategic goal went beyond visibility. Magazine Luiza had been investing heavily in its fashion vertical, including initiatives like Nordestesse, which promotes designers from Brazil’s Northeast. Featuring Lu in Vogue allowed Magalu to signal that it was moving from mass retail into fashion credibility.
The collaboration worked because Lu already had narrative legitimacy. She was not introduced as “an AI experiment,” but as a known public figure with a long history in Brazilian digital culture. Vogue could treat her as a model because the audience already accepted her as one.
This campaign demonstrated an important rule for AI influencers: high-fashion validation only works when the character already has cultural weight. Vogue did not create Lu’s relevance. It amplified it.
Lu’s collaboration with McDonald’s
Lu’s collaboration with McDonald’s showed the opposite end of the spectrum: mass-market scalability and conversion.
In Brazil, McDonald’s operates under the local nickname “Méqui.” Lu participated in the launch of the Méqui Box, a family-focused product bundle, using her trademark product-review tone.
Instead of traditional influencer promotion, Lu approached the food launch like a tech unboxing. She commented on packaging, structure, and details with exaggerated seriousness, applying the language of electronics reviews to fast food.
This framing mattered. Lu has spent years reviewing appliances and gadgets. By reusing that mental model, the campaign felt consistent with her character rather than like an ad.
The result was high engagement and strong memorability. The collaboration worked not because Lu is famous, but because her role was familiar. She did what she always does: explain products.
This case shows why Lu outperforms many human influencers. She is not hired for vibes or lifestyle. She is hired for function. That makes her especially effective in commerce-driven campaigns where clarity and trust matter more than aspiration.
What you can learn from Lu do Magalu
Most brands cannot replicate Lu’s 20-year head start. But the principles scale:
Start with usefulness before personality
Build trust before monetization
Own the character. Do not rent attention
Design for long-term relationships, not viral hits
Lu proves that AI influencers work best when they are products, not performers.
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