It all began in 2003 when Magalu decided to humanize the online shopping experience and, in collaboration with the agency (which was the same at the time), created the character Tia Luiza, as a tribute to the founder Luiza Trajano. As time went by, Tia Luiza became simply Lu and gained more and more space within the company. In 2012, a collaborative strategy was developed to evolve Lu into a technology expert, and she began to blog and present her own YouTube channel, where she could review all of the tech products that Magalu sells. The ideal plan for how Lu could appear on social media was developed together by the company and the agency. Content was a significant part of this strategy, and a blog was created where Lu talked about technology. Additionally, at the time she moved to YouTube, she started to appear animated which was the result of a collaborative effort from both sides. With the arrival of the pandemic and the boom of social media usage, Magalu changed its focus. Much of the work that Magalu did with Lu used to focus on lower-income classes, who are still the most marginalized in the conversation about digitization, despite being more than half of Brazilians online. However, social media usage in Brazil skyrocketed during the pandemic, and Magalu's e-commerce experienced historic growth. As a result, social media became even more relevant, with Brazil being the third-largest user of social media in the world, and 71% of Brazilians following an influencer online. Moreover, 70.7% of Brazilians have bought a product influenced by a content creator. By January 2021, Lu from Magalu was already well-known and had millions of followers. Magalu realized that accelerating Lu's influencing potential to consolidate her as a creator and virtual influencer would bring more revenue to the business and brand awareness to Magalu. Further on, the agency began to consistently incorporates her into their campaigns, such as featuring her in a music video with Brazilian singer Anita. Meanwhile, on the client side, they continually seek out exciting opportunities for her, such as having her appear on magazine covers and setting up interviews with famous journalists. As a result, Lu's character was further developed, and she became the world's biggest virtual influencer, with over 34 million followers on social media. The success of Lu from Magalu showcases the significance of a strong brand identity and the influential impact of influencer marketing in today's digital age. The collaboration between Magalu and the agency was pivotal in the character's evolution and virtual influencer status. Magalu's creation of a personable and supportive character, along with the agency's marketing expertise, were fundamental in building a devoted following and driving sales. With the pandemic's acceleration of e-commerce and social media, Lu's role as a virtual influencer has become even more critical for Magalu's marketing strategy, highlighting the importance of the client-agency collaboration in developing a successful digital marketing approach.