DAISE Beauty
Client Challenge
DAISE wanted to establish itself as the definitive beauty brand for Zalpha girls, but how could it move beyond traditional social media and connect with audiences inside the active, social and identity-driven environments where they spend their time? As DAISE’s first Roblox activation, the campaign also needed to demonstrate that virtual worlds could deliver measurable brand impact, not just exposure.
Campaign Objective
Drive Product Awareness: Introduce DAISE’s Fragrance Body Mist range to Gen Z and Gen Alpha audiences through an engaging Easter campaign. Build Brand Connection: Create positive and memorable interactions with DAISE by integrating the brand naturally into experiences already popular with its target audience. Validate Roblox as a Marketing Channel: Measure whether Roblox could drive meaningful awareness, favourability and purchase consideration for DAISE and the wider ZURU Edge portfolio.
Execution
DAISE partnered with Pears.gg to launch its first Roblox activation across Paradise RP and 100 Player Floor Is Lava, bringing the Fragrance Body Mist range into two distinct gameplay environments. They created a scent-themed scavenger hunt featuring multiple branded touchpoints: Two-Game Activation: Players discovered dedicated DAISE areas, branded assets and campaign messaging across both experiences, extending the activation across roleplay and competitive gameplay. Scavenger Hunt: Players explored each game, interacted with DAISE characters and completed challenges inspired by the Fragrance Body Mist range. Platform-Native Integration: Rather than interrupting gameplay with traditional advertising, the campaign made DAISE part of the player journey through exploration, interaction and progression. The activation demonstrated that Roblox could deliver both large-scale reach and measurable brand-building outcomes among DAISE’s target Zalpha audience.
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