How DAISE Beauty turned 15.8 million Roblox players into collectors

A 22-day Back to School integration inside LifeTogether RP that reached 2.16 billion branded impressions, drove 6.77 million challenge starts and lifted brand awareness by 17.2 points.

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 changed: 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 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 landed where the brief wanted it. 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.

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.

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.

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. Most of the neutral comments were players asking where to buy the Dollfaces in real life.

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.

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

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.