Project Overview

The class project centered on the intersection of artificial intelligence, digital marketing, and emotional branding. Our goal was to conceptualize and design a virtual influencer that could authentically connect with a niche audience while aligning with an existing brand’s mission and values. My team selected Home Depot as our partner brand, developing an AI influencer named Darren the Dad, a warm, relatable digital persona created to fill the emotional and practical void for individuals who grew up without a father figure or lacked one who was emotionally present. Darren’s role is to offer genuine mentorship and guidance through approachable, instructional content, such as teaching how to change a tire, garden, or use essential tools. His presence blends utility and emotion, combining Home Depot’s brand identity with a narrative of healing, self-sufficiency, and connection. The influencer’s primary platform was Instagram, where engagement metrics and audience interaction were tracked through Hootsuite KPIs and Instagram Insights to refine strategy, improve reach, and ensure sustainable growth through SEO optimization.

My Contributions

I contributed to both the creative and strategic development of Darren the Dad’s brand identity and digital presence. I led the storytelling direction, ensuring the emotional core of the project — healing and empowerment through everyday skills — remained consistent across content concepts and visual design elements. I also assisted in researching target audience behavior, crafting engagement strategies, and curating the influencer’s tone and personality to resonate with young adults navigating independence and emotional growth. Additionally, I helped analyze data from Hootsuite and Instagram to evaluate performance metrics, track engagement, and identify optimization opportunities for SEO and content planning. My role bridged creative ideation and analytical execution, ensuring that Darren the Dad not only inspired emotional connection but also demonstrated measurable impact and long-term potential as a virtual influencer.

Specifications