Dentsu, Differin, and Dubit have launched an innovative initiative by introducing the first acne-care brand on Roblox. This move aims to educate users about acne care while building confidence and fostering a supportive community. The platform, which has around 88.9 million daily active players, is predominantly used by individuals aged 13 and above.
Differin's "Level Up Lobby" offers an interactive space with mini-games that focus on acne care using Differin products. These games include "Foam Blaster," "Power Patch Splatter," and "Zit Zapper." Participants who complete these games receive in-game rewards symbolizing the effects of Differin’s acne-care products.
The campaign encourages players to engage regularly, offering daily power-ups and exclusive items for frequent participants. Additionally, consumers can upload receipts from Differin purchases to gain further in-game benefits.
The Level Up Lobby will be featured across five popular Roblox experiences, reaching millions of users monthly. Val Vacante from Dentsu highlighted the strategic importance of this initiative in blending education with entertainment to build confidence among users.
The partnership involves Dentsu's collaboration with Galderma’s Differin brand and support from Dentsu X, Dentsu Solutions, Dentsu Creative, Merkle, and Dubit. Andy Douthwaite from Dubit emphasized the authenticity of engaging communities through this unique approach.
Lindsey Scales from Galderma expressed excitement about combining Differin's pioneering spirit with marketing efforts in gaming communities. The campaign aims to help teens manage acne effectively through gamified experiences.
Since its launch in late 2024, the Level Up campaign has achieved significant engagement across various platforms like Twitch and TikTok. It has garnered over 271 million impressions and significantly increased purchase intent and sales conversions.
Dentsu, Differin, and Roblox plan to showcase updates at SXSW 2025 during a panel discussion titled "Pixels to Reality: How Gaming Is Transforming Our World."
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