Are digital clothes affordable?
Roblox gamers were used to dropping serious Robux on virtual fashion. But that’s only because affordable fashion hadn’t entered the scene - until now.
Our Approach
Together with Zeeman, we opened the first-ever virtual Zeeman store in Roblox. Players can dress up in Zeeman's basic collections at the lowest prices, proving you don’t need expensive virtual outfits to stand out.
Our Process
The campaign encouraged players to wear Zeeman-branded basics over luxury items, making a cultural statement within the Roblox world. The community was teased with early content from creators before the virtual store opened. The launch event featured flashmobs in high-end fashion worlds like Gucci Town, where players wearing Zeeman basics took over. Exclusive limited-edition items were also released to those who joined the event.
The Results
We achieved..
- 30M world views
- 237% increase in new players
- 162% increase in playtime
- 15 M total video views (excl. off-handle creator content)
- 12.3M total reach (excl. off-handle creator content)
- 114.2K total engagements (excl. off-handle creator content)
- 6.1K claimed items on Roblox
- 60.3K visits on Roblox
- 111K livestream views
- 188k vlog views
- 922k views on TikTok creator content
- 109k engagements on creator content
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