DAISE Case Study
Overview
DAISE, the Zalpha-focused beauty brand under the ZURU Edge parent portfolio, partnered with GEEIQ to test Roblox as a new marketing channel. The Easter activation embedded DAISE's Signature Fragrance Body Mists into a multi-experience scavenger hunt, designed to reach Zalpha girls in the third spaces where they already spend time. The campaign delivered category-leading reach efficiency and the strongest brand awareness uplift of any beauty brand tested in the study.
145M+
Total Impressions
$0.68
Blended CPM
The Challenge
DAISE wanted to establish itself as the definitive beauty brand for Zalpha girls, moving beyond static social channels into the active, social, identity-driven environments where this audience genuinely engages.
The brief was twofold: drive product awareness and engagement for the Signature Fragrance Body Mist range tied to the Easter calendar moment, and pressure-test Roblox as a viable marketing channel for DAISE within the wider ZURU Edge portfolio.
As DAISE's first activation on Roblox, the campaign needed to prove that virtual worlds could deliver measurable brand impact, not just exposure, against a tightly defined audience and a short development window.
The Impact
The campaign moved beyond impressions into measurable brand lift, with results validating Roblox as both a reach and a brand-building channel for DAISE:
145M+ total impressions delivered across the activation
$0.68 blended CPM, competitive with leading social platforms
8.2pp uplift in brand awareness among the 16+ cohort
59% positive purchase intent among DAISE-aware players
71% positive brand favourability post-campaign
The results confirmed that Roblox delivers genuine brand-building outcomes for beauty against a Zalpha audience, not just exposure.
8.2pp
Brand Awareness Uplift
71%
Positive Brand Favourability
The Outcome
GEEIQ partnered with DAISE to design and deliver the brand's first activation on Roblox, translating campaign goals into a platform-native experience.
Using the GEEIQ platform, developer network, and proprietary insights, the team identified Roblox experiences with strong overlap to DAISE's target Zalpha audience and built a multi-touchpoint scavenger hunt around the Signature Fragrance Body Mist range. GEEIQ coordinated developer selection, managed creative integration across multiple experiences, and delivered the brand lift study that quantified the campaign's impact.
Building on the Easter results, DAISE is now planning an activation in the next few months, shifting from broad reach to deeper engagement within a single high-affinity experience.
Joshua Nightingale
Paid Media Lead