Counted day by day, the activation saw 30.1M total daily unique players over 22 days, with returning players counted once for each day they played.
The challenge
LifeTogether RP is a roleplay game. Players come in to explore, customise, socialise and tell their own stories. A beauty brand has an obvious fit with that audience, but a billboard alone does not create a relationship with it.
DAISE Beauty had already run a multi-game Easter activation on Roblox. For Back to School the brief evolved: one experience, one audience, and a reason for players to come back every day rather than pass through once. The activation had to be native to LifeTogether RP, measurable at every step, and strong enough to meaningfully move brand metrics, not just impressions.
The idea
Daily challenges with a collectible reward, running for 22 days from 28 August to 18 September 2026.
Players arrived at a DAISE Beauty zone at spawn, met a branded NPC who explained what was going on, and opened a DAISE Beauty app on the in-game phone. The app set a fresh list of challenges every day. Completing one released a blind box, and opening the box gave the player one of seven Dollface keychains.
Seven faces, one of them Ultra Rare. That is the whole loop. The collection gave players a reason to return the next day, and the daily reset gave the activation a rhythm that lasted the full flight.
Effy, Sloane, Rumi, Noa, Flossie, Gigi and Elle. Gigi was the Ultra Rare face: 1 in 386 collected.
The build
Four pieces, all built on systems LifeTogether RP players already use.
A branded zone at spawn. Banners, posters, product displays and a yellow path on the ground. Every player landed next to it.
An NPC host. One conversation that explained the challenges and pointed players to the app. 25.6 million interactions over the flight.
A DAISE Beauty app on the in-game phone. Challenge list, progress, blind boxes and the collection, inside the interface players already open dozens of times a session.
Challenges inside the game loop. Tasks were set in places players already go: the salon, the store, the bakery. Those six challenges carried 63% of all completions.
Around that core, 18 ad placements across the map and the app itself delivered the branded impressions. The full daily set took an average of 25.1 minutes to clear, so a player who finished it spent nearly half an hour inside the brand.
In-world product placement inside the café.
The phone notification that invited players into the app.
Results
Reach
The activation delivered 2.16 billion branded impressions across the 18 placements and the app. The DAISE Beauty landing area alone took 141.5 million visits from 15.8 million unique players, and the app added 34.7 million impressions of its own.
The audience matched the brief, with the US a key focus: the United States was the largest single market at 29% of players, with the UK, Canada and Australia next, and the audience skewed female (54%).
Engagement
The challenge chain was tracked end to end.
6.77M
Daily challenge sets started
4.85M
Challenges completed
71.7% of starts
4.85M
Blind boxes released
one per challenge
3.31M
Dollfaces collected
68.2% of boxes opened
700k
Full daily sets cleared
Nearly half of all challenge starts (48.9%) ended with a Dollface in hand. One in ten arrivals started a challenge set, against one in twenty-five on DAISE's previous Roblox integration, and players spent a combined 290,000 hours with the brand.
The audience landed to brief, with the U.S. a key focus. The United States was the largest single market at 29% of players, with the UK, Canada and Australia next.
Retention
The daily rhythm held. Visits per player rose from 4.54 in the first week to 5.18 in the last, and the reward open rate never decayed across the 22 days. Weekends drove 1.86 times the visits of weekdays.
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Players who stayed active came back more often as the activation went on, not less.
Sentiment
Across comments on official DAISE Beauty content and player UGC on Instagram and TikTok, 65% of brand-relevant conversation was positive and 22% neutral, with most of the neutral comments players eagerly asking where to buy the Dollfaces IRL.
Brand lift
We ran a brand lift study in-game, with a control group surveyed before launch and an exposed group surveyed inside the activation. Same five questions, same wording, one response per player. GEEIQ analysed the results.
Measure
Control
Exposed
Lift
Aware of DAISE Beauty
32.6%
49.8%
+17.2pp
Favourable opinion
52.8%
64.7%
+11.9pp
Would seriously consider
57.8%
67.0%
+9.2pp
Recall DAISE Beauty advertising
68.1%
77.0%
+8.9pp
Describe the brand as trend-driven
37.2%
42.3%
+5.1pp
In-game survey. Control n = 7,440 (18–19 August 2026). Exposed n = 24,147 (10–17 September 2026). One response per player. Analysis by GEEIQ.
Awareness grew by more than half against control, and DAISE Beauty was the only brand in the comparison set to gain. Unfavourable opinion fell from 19.8% to 12.3%, with the biggest movement into the very favourable tier. The share of players who would not consider the brand dropped by 6.2 points.
Why it worked
01
It was native.
The zone, the NPC and the phone app all used systems players already understood. Nothing needed a tutorial.
02
It had a daily rhythm.
Fresh challenges every day gave players a reason to return, and the numbers show they did.
03
The challenges lived in the game loop.
Tasks set in the salon, store and bakery outperformed the branded space on its own.
04
Collecting beats completing.
Seven faces and one Ultra Rare turned a reward into a set, and duplicates kept players opening boxes.
05
Every step was measured.
From spawn to app to box to collection, each link in the chain had a number, so the brand could see exactly where value was created.
06
It moved the brand, not just the counter.
Awareness, favourability, consideration and recall all lifted against a control group. Reach was the start, not the result.
Build with Cinnamon Software
LifeTogether RP can support branded quests, scavenger hunts, sponsored locations, player rewards, in-world visibility, and measurable player engagement.
Looking to build a Roblox brand activation? Get in touch with our brand partnerships team.
The partnership was led by Jack Wood, Head of Brand Operations at Cinnamon. Reporting and brand lift analysis by GEEIQ. Thank you to the DAISE Beauty team and everyone behind the scenes who brought the collaboration to life.
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