The campaign aimed to drive traffic to Roblox, build game-forward audiences for paid optimization, and generate brand excitement. Using Roblox as the hub, supported by Instagram, TikTok, YouTube, and Twitch, it showcased interactive UGC items like Body Cream Crowns, Toucans, a Fruit Hat, Glow, a Surfboard, a Mist Backpack, and a Tie-Dye Crop Top to boost engagement and encourage organic content sharing.
Sol de Janeiro created an immersive edu-tainment experience, blending storytelling with its signature scents and cultural values in a digital space. The challenge was translating the brand’s sensory world for a digitally native Roblox audience. By merging Brazilian culture with innovative digital engagement, the brand delivered a memorable metaverse experience celebrating heritage, community, and creativity.
Sol de Janeiro’s strategy centered on authentic engagement through immersive Roblox experiences. Goals included driving traffic, expanding game-forward audiences for paid optimization, and creating excitement with resonant content, UGC, and FOMO-driven in-game ads.
The campaign execution leveraged Roblox as the primary hub, supported by Instagram, TikTok, YouTube, and Twitch, to showcase gameplay and highlight UGC items such as Body Cream Crowns, Toucan, SDJ Fruit Hat, Glow, Surfboard, Mist Backpack, and a Tie-Dye Crop Top. These interactive elements enhance engagement and encourage organic content sharing within the community.
By combining immersive in-game storytelling, strategic UGC drops, and a robust multi-platform presence, the campaign drove sustained engagement and brand visibility while fostering long-term connections with an active gaming audience.
The Sol de Janeiro Universe on Roblox saw outstanding success, drawing 8.3 million visits and becoming the #1 beauty brand experience on Roblox in February 2024. Ranked the 5th highest-rated brand experience ever, it fostered engagement with 5.1 million compliments shared via the "compliment wheel." This immersive world celebrated Brazilian culture, boosted confidence, and reinforced Sol de Janeiro’s core values of self-love and celebration.
To amplify the campaign, Sol de Janeiro partnered with popular gaming influencers who streamed the experience live on Twitch. This influencer initiative connected with a wider, digitally native audience, generating 23.7 million impressions and reaching 37.3 million viewers, contributing to an earned media value (EMV) of $716K.
The Sol de Janeiro Universe boosted awareness, engagement, and positive sentiment, solidifying the brand’s leadership in the metaverse. It drove interaction and showcased Sol de Janeiro’s values of positivity and community, leaving a lasting global impact.
