Old Navy’s back-to-school campaign intended to unleash the most stylish back-to-school event on Roblox and everywhere Gen Alpha spends time:
- Ignite Buzz for Back-to-School Collection: Create a culturally relevant event across the digital spaces where Gen Alpha hangs out so they talk about it, share and invite friends to join.
- Build Brand Love: Introduce & establish Old Navy as the beloved, “cool” place for Gen Alpha to shop by putting the brand at the center of their favorite games & the focus of their favorite influencers’ content.
- Drive Purchase Intent: Connect digital excitement to real-world interest, motivating Gen Alpha to purchase themselves or ask their families for Old Navy clothing during back-to-school season.
Gen Alpha doesn’t approach style like past generations. Instead of identifying style trends at the mall & in magazines, today’s kids discover & shape style trends on social media & across gaming worlds where they spend most of their time. Approaching back-to-school, Old Navy needed to build buzz & brand love with Gen Alpha – without creating an overt advertising campaign that gets scrolled past.
Old Navy partnered with Gamefam to unleash the biggest back-to-school event… turning to Roblox, where Gen Alpha spends 2.5+ hours daily (more than TikTok or YouTube).
We launched a 360° campaign anchored in Roblox gameplay, with extensions across TikTok & YouTube through influencer-led content & media amplification. Old Navy was integrated into three popular Roblox games, where players engaged with branded quests & unlocked digital rewards inspired by real-life outfits. Top Roblox influencers brought the experience to life through videos & livestreams, playing alongside lucky fans & surprising them with Old Navy rewards. That influencer content was amplified through a media campaign on YouTube & TikTok, reaching millions of Gen Alpha consumers across the platforms they love most.
In just 6 weeks (Aug 31 to Oct 11, 2025), Old Navy’s campaign delivered remarkable results:
- Massive Scale Across Platforms: The multi-game campaign went live in three popular Roblox games, driving 48+ million gameplay sessions and becoming the #2 retail brand program on Roblox to date.
- If it were a standalone always-on game, it would rank as the biggest brand/IP game on Roblox during the campaign period, outperforming the #1 brand/IP game with 31% more visits.
- Further expanding reach, the influencer program & media campaign across YouTube & TikTok delivered 8+ million video views, 25+ million media impressions, and 68K+ visits to Old Navy’s back-to-school landing page.
- Deep Engagement: Players spent over 14+ million minutes with Old Navy, interacting with Old Navy-themed gameplay features 188+ million times and completing 28+ million quests.
- Increased Brand Love: Third-party brand lift study recorded 2x higher brand love from participants vs. non-participants, making the brand noticeably more beloved by Gen Alpha.
- Drove Purchase Intent: Third party brand lift study recorded 2x higher purchase intent from participants vs. non-participants, the ultimate goal for Old Navy that directly impacts the bottom line.
Video for Old Navy & Gamefam: Building Brand Love on Roblox
