The driving idea behind the Sol de Janeiro Universe experience on Roblox was to amplify the brand’s core values—beauty, self-love, positivity, and Brazilian culture—through a highly interactive and immersive environment. The goal was to create an engaging and positive space where players could connect with the brand in a way that went beyond traditional marketing. By drawing on Sol de Janeiro's beloved products, vibrant Brazilian DNA, and ethos of body positivity, we set out to craft an experience that celebrated confidence and individuality.
We aimed to foster a sense of community by encouraging players to spread positivity, rewarding them with “confidence points” that unlocked fun, Brazilian-inspired activities like zip-lining and hot air balloon rides. The key objectives were to drive engagement, amplify brand presence on Roblox, and generate meaningful, positive interactions among players. This was achieved through a blend of compelling gameplay, social media activations, UGC-driven limited items, and influencer partnerships, all of which helped build anticipation and ensure long-lasting impact. In just four weeks, the experience became the #1 beauty brand activation on Roblox, exceeding goals with over 8.3 million visits and 37 million campaign impressions. Through this initiative, we successfully transformed the Sol de Janeiro brand into a joyful, positive experience that resonated deeply with Roblox’s global community.
To bring Sol de Janeiro Universe to life on Roblox, we focused on merging the brand’s core values with the interactive nature of the platform. The goal was to create an engaging, positive experience that mirrored Sol de Janeiro’s Brazilian roots, body positivity, and self-love messaging.
Planning and Strategy: We began by immersing ourselves in Sol de Janeiro’s identity, including its fanbase, Brazilian spirit, and ethos of inclusivity. Our goal was to craft an experience where players could explore a world inspired by Rio’s sunny beaches and lush rainforests while interacting with the brand’s beloved products. The key was to create an environment that didn’t just showcase products, but offered a positive experience through gameplay.
Execution and Key Features:
Immersive World: We designed tropical landscapes and environments for players to explore, collecting ingredients inspired by Sol de Janeiro products. This allowed the brand to integrate naturally into the gameplay.
Compliment Culture: A unique mechanic rewarded players for spreading positivity by giving compliments to others. This earned them confidence points, unlocking activities like zip-lining, trampolining, and hot air balloon rides, creating a cycle of positive engagement.
360 Campaign and UGC Activation: We created engaging trailers and social media content, leveraging influencers to amplify the experience. Fans also contributed by designing limited-edition UGC items that reinforced Sol de Janeiro’s brand values.
Portals and Billboards: In-game portals and branded billboards boosted traffic and visibility, encouraging players to engage further.
Challenges and Solutions: One challenge was ensuring the experience resonated with Roblox’s diverse audience while staying true to the brand. We overcame this by emphasizing positivity and creating a seamless, immersive experience rooted in Brazilian culture. Another challenge was integrating UGC without feeling overly commercial. We ensured that the UGC felt organic and aligned with the brand’s ethos.
The experience quickly became the #1 beauty brand activation on Roblox, receiving over 8.3 million visits in four weeks. By blending the brand’s core identity with Roblox’s interactive platform, we created a unique and positive space where players could embrace self-love and confidence, driving lasting impact.
The results of Sol de Janeiro Universe exceeded our team’s objectives, making the project a resounding success. Our primary goal was to create an immersive, positive experience that aligned with Sol de Janeiro’s core values—body positivity, self-love, and Brazilian-inspired culture—while driving engagement within the Roblox community.
The experience became the #1 beauty brand activation on Roblox, achieving over 8.3 million visits in just four weeks, significantly surpassing expectations. With 37 million campaign impressions and 95% approval ratings, we successfully built a strong connection between the brand and Roblox users, tapping into Sol de Janeiro’s cult following while reaching a wider, younger audience.
Our focus on fostering positivity was a key differentiator. The unique compliment mechanic promoted a culture of kindness, driving user interaction and enhancing the overall experience. The UGC activation further amplified brand engagement, with 100% of free UGC claimed, creating a sense of exclusivity and excitement.
Influencer involvement and earned media generated additional buzz, expanding the campaign’s reach and ensuring sustained awareness beyond the initial launch.
Ultimately, the success of this project is reflected not only in the impressive metrics but also in the lasting impact it had on the Roblox community, positioning Sol de Janeiro as a brand that values confidence, inclusivity, and joy in a unique and memorable way. This success demonstrates the power of creating experiences that resonate emotionally while aligning with brand values.
