Metaverse · 48% avg session +
Branded metaverse activation for a global label
A brand campaign needed a home on Roblox that felt native to the platform, not a corporate tour of a marketing deck.
Client
Global music label
Duration
9 weeks
Team
1 producer, 3 engineers, 2 designers, 1 3D artist
Platforms
Roblox PC, Roblox Mobile
+48%
Avg. session length
27%
Day-30 return rate
-71%
Cost per engaged minute vs paid social
1.8M
Launch-week visits
The challenge
- Brand safety and platform compliance had to be signed off in every region the label sells in.
- The client's KPI was engagement — session length and re-visit rate — not raw visits.
- A launch window aligned with an album drop meant the world had to ship live-ops-ready on day one.
Our approach
01
Native-first world design
We designed around three Roblox social loops (party-up, share-a-photo, unlock-an-emote) rather than importing a brand microsite metaphor.
02
Rights-cleared audio pipeline
Streamed audio via a licensed CDN with per-region gating so the same experience shipped globally without a rights renegotiation.
03
Live album drop event
A gated in-world event triggered by a real-world time window, with retention rewards for players who came back the following week.
"This was the first Roblox activation our brand team asked to renew before it ended."
Global Digital Lead · Music Label (NDA)
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