DAISE Beauty: Back To School Case Study
Overview
DAISE Beauty, the Gen Zalpha beauty brand from ZURU Edge, ran a 22 day back to school integration in LifeTogether RP on Roblox. Players found a DAISE area at spawn, a branded NPC and a DAISE app on the in-game phone. Daily challenges unlocked seven collectible Dollface keychains, one of them ultra rare.
The Easter campaign showed Roblox could reach DAISE's audience. This one tested whether a single, deeper integration could hold their attention. Players collected 3.31M Dollfaces, and awareness rose 17.2pp among those who saw it.
290K
Hours Spent With The Brand
3.31M
Dollfaces Collected
The Challenge
DAISE is under two years old and wants to be the beauty brand Zalpha girls aspire to. Its Easter scavenger hunt ran across six Roblox experiences and proved the audience was there.
For back to school, the question was whether one deeper integration could turn exposure into time with the brand, and whether that time would change how players saw DAISE. The brief targeted the US and the UK, skewing Gen Zalpha, from 28 August to 18 September 2026.
The Impact
Players spent 290,000 hours with the brand, and the average player visited more often in the final week than in the first.
Roblox visits and players over the 22 day flight. Source: GEEIQ.
71.7% of players who started a day's challenges completed at least one task. Those who cleared the full set took 25.1 minutes on average.
From challenge start to full daily set cleared. Source: GEEIQ.
Each visit carried 32.1 branded impressions, against 11.2 at Easter.
DAISE was the only brand in the survey to gain awareness. The share of players who would not consider it fell 6.2pp, and 77% of exposed players remembered seeing DAISE advertising in the past week.
Brand lift study, 7,440 control and 24,147 exposed players. Source: GEEIQ.
More players also called DAISE a brand they aspire to, up 3.2pp. For a brand under two years old, half the players who saw the integration now know the name.
On Instagram and TikTok, 65% of brand-relevant comments were positive. Most neutral comments asked where to buy the Dollfaces.
25.1 min
Average Time To Clear A Day's Challenges
+17.2pp
Brand Awareness Lift
The Outcome
GEEIQ chose LifeTogether RP from its developer network because its audience matched DAISE's. The US is its largest market, 13 to 15 is its largest age group, and the audience skews female.
GEEIQ designed the challenge mechanic with the developer. Each day brought new tasks inside the game, such as ordering at the coffee store or shopping at the in-game mart. Every completed task released a blind box holding one of seven Dollfaces.
GEEIQ also oversaw the build, ran the brand lift study before and during the flight, and tracked sentiment on Instagram and TikTok. DAISE and GEEIQ are now planning their next activation for the coming months.
Joshua Nightingale
Paid Media Lead