H&M Case Study
Overview
H&M is one of the world’s largest fashion retailers, offering trend-driven clothing and accessories at accessible price points across more than 70 markets.H&M launched Loooptopia, a permanent branded experience on Roblox, and used a UGC-led strategy to overcome the platform’s removal of its event sidebar. Free UGC items drove a surge in visits, with a single puffer jacket claimed by over 690,000 users.
690K+
Puffer Jacket Claims
10%+
Visit Growth After UGC Drop
The Challenge
When unpacking the success behind a branded Roblox experience, the event sidebar is a logical place to start. But this promotional feature, which had helped make some of Roblox’s biggest brand activations, was scrapped by Roblox in early 2023.
From traditional media buying and homepage takeovers to free UGC items and in-experience portals, brands like H&M now have to get more creative when it comes to activating in Roblox.
The Impact
The most popular item, a puffer jacket, was claimed by over 690,000 users. The visit growth rate following the week of its release increased by more than 10% compared to the previous period.
The success of this UGC-led strategy is clear: focusing first on community enrichment through user-generated content paid off significantly for engagement and growth.
The Outcome
H&M spent the first month of Loooptopia’s existence optimising the experience and focusing on enrichment of the Roblox community, namely through user-generated content. The brand simultaneously ramped up its partnerships on Roblox to drive more visits to, and engagements with, Loooptopia.