In an increasingly fragmented digital ecosystem, leading brands know that connecting with new generations takes more than being present: you have to engage on their own terms. A global bakery company brought in Kidscorp for the launch of a new flavor in Brazil. The goal was to go beyond traditional advertising and build an immersive brand experience that was safe and aligned with local regulations.
The launch came with a double challenge:
- The audience: teenagers aged 13 to 17, a segment that is hard to reach through conventional media.
- The regulation: Brazil's advertising rules restrict the direct communication of products to minors.
The brand needed a solution that would not come across as intrusive advertising, but as an institutional experience capable of generating affinity and brand discovery organically, 100% safe and respectful of the audience.
The strategy: from advertising to immersion with a Roblox minigame
Drawing on its knowledge of U18 behavior and its contextual targeting technology, Kidscorp designed a tailor-made solution in the metaverse: a Runner-style minigame on Roblox.
The format ensures active, constant attention, unlike passive video viewing.
The strategy rested on three pillars:
- Data-based compliance: Kidscorp applied its safety standards to protect the brand experience. In addition to complying with local regulations, a safe-by-design architecture was implemented in which the brand acts as an institutional facilitator, in an environment free of reputational risk and aligned with global best practices for child protection.
- Qualified traffic via teleports: instead of relying on uncertain organic traffic, Roblox's native navigation system was activated. Teleports brought users in from related games, and 97% of the traffic arrived pre-qualified and highly inclined to play.
- U18 contextual precision: with the intelligence of U18 DSP, the experience was built on behavioral insights about the target. The aesthetics and game mechanics responded to the cultural codes of teenagers, without spreading budget across audiences outside the target.
Results: voluntary attention and a precise audience
The campaign showed that it is possible to achieve high-impact metrics with the highest standards of responsible communication.
- Content fit: the replay rate was 97%. The institutional proposal was not only accepted: the audience adopted it voluntarily and overcame the usual indifference toward digital advertising.
- Effective share of attention (SOA): the campaign added more than 1,262 hours of exclusive attention. Unlike fleeting impressions, this is connection time during a highly focused activity, with greater memorability than passive formats.
- Audience precision: 97.8% of participants belong to the core target (ages 13 to 17), with a balanced gender split. Kidscorp's technology attracted exactly the intended profile, with no wasted investment.
- Brand discovery: of the 48,049 players, 95% were new users. The experience worked as a gateway for thousands of teenagers to engage with the brand for the first time in a digital environment.
The advantage: moving from reach to quality time
This case changes how efficiency is measured in the U18 segment: it is no longer just about optimizing reach, but about earning quality time (time spent). By turning regulations into a creative enabler, Kidscorp went from advertising interruption to more than 1,200 hours of voluntary interaction.
"This case confirms that regulatory compliance and creativity are compatible. Thanks to a compliance-first design, safety standards were not a barrier, but the foundation for the brand to bring real value to the audience's entertainment," said Alejandro Sánchez Pabón, Head of Metaverse Hub at Kidscorp.
Conclusion: the audience chose to play
When technology is used to guarantee safety and respect for cultural codes, restrictions become a competitive advantage. The brand did not just enter Roblox: it blended organically into the game. Brand building happens when the audience chooses to engage, not when it is forced to watch.