The challenge: keeping the connection alive after the campaign ends
A Latin American candy company with a presence in several markets across the region chose Kidscorp as its strategic partner with a clear vision: to connect one of its brands with new generations in an authentic way. The goal was to go beyond traditional advertising and build a digital ecosystem where entertainment and brand identity come together organically.
The challenge was not just having a presence on Roblox, but building relevance that would last over time: a connection with the consumer that would not end when the campaign ended, but would keep evolving. There were two objectives:
- Loyalty: capturing the sustained attention of teens aged 13 to 17, a segment that prioritizes high-quality content, in a highly competitive environment.
- Digital maturity: evolving from an initial gameplay experience into a platform that integrates virtual economy, socialization, and progression, always in a safe, regulation-compliant environment.
The strategy: three phases of continuous iteration on Roblox
Kidscorp and a development partner designed a phased roadmap. Each phase gathered insights to power the next one.
Phase 1: runner minigame to generate awareness
A runner-style minigame was launched to quickly generate awareness and familiarize the audience with the brand's arrival on Roblox. This phase fulfilled its role as an interactive awareness format, with good reach and the brand's first gaming experience.
Phase 2: brand experience with virtual goods and progression
The experience evolved into a deeper brand experience. The first virtual goods stores and progression systems were added, and average play time increased thanks to user gratification. Community building began with this phase.
Phase 3: multiplayer and social environment
In the most ambitious phase, the experience became a multiplayer, social environment. The brand was integrated into the gameplay through power-ups and collectible virtual items, which create a sense of belonging and status within the game.
Results: a community that grows and keeps coming back
The evolution of the metrics between the initial launch and the most recent phase shows how the experience matured:
- Player base growth: unique players went from 8,741 at the initial launch to 122,361 in the most recent phase.
- Recurrence: the replay rate rose from 33% to 65%. Today nearly 2 out of 3 players return to the experience by choice, with a recurrence rate of 24.5%.
- Active participation: more than 208,000 total interactions (item purchases, power-up usage, and dialogues with NPCs) and more than 3,136 hours of active brand exposure were generated.
- Audience precision: 97% of the audience reached was in the 13 to 17 age range, which validates Roblox and Kidscorp's strategy for reaching a hard-to-reach segment.
Conclusion: the value of being a living platform
The brand stopped being an experimental advertising activation and became a permanent brand hub within Roblox. With Kidscorp's technology, it achieved an organic integration in which users don't just consume the product: they "wear" it and use it to progress in their digital lives.
The case shows that sustained investment and data-driven iteration make it possible to build real communities. For brands looking to lead the conversation with the next generations, the metaverse is no longer a passing trend.