Sam's Club Case Study
Overview
Sam’s Club is a membership-based warehouse club that provides members with exclusive access to value, convenience, and modern omnichannel shopping options. Sam’s Club partnered with GEEIQ to launch its first Roblox activation, integrating into three top-performing games. The campaign drove over five million engaged minutes and nearly one million virtual membership cards claimed, proving that Gen Z players will engage with a retail brand when the value exchange is clear.
5M+
Engaged Minutes
~1M
Membership Cards Claimed
The Challenge
Sam’s Club had created virtual activations before, such as the Holiday Village on Obsess. However, to connect with new audiences, Sam’s Club had to show up where Gen Z is spending time. This led to the brand’s first activation on Roblox.
The question was whether the Roblox community would welcome a retail brand like Sam’s Club.
The Impact
In just four weeks, the campaign surpassed benchmarks:
Over five million minutes spent with the brand
Nearly one million virtual membership cards claimed
Over 87K players claimed the limited-edition Sam’s Club backpack, with 7K marking it as a favourite
The backpack generated more than 50 secondary sales, with players spending up to 600 Robux
Post-campaign analysis showed a significant boost in brand awareness, perception, and purchase intent. The paid media strategy generated millions of impressions, outperforming platform benchmarks.
87K+
UGC Backpacks Claimed
The Outcome
With the GEEIQ platform and team of experts, Sam’s Club was able to:
Reach their geotargeted audience on Roblox — Using GEEIQ’s platform data and network, Sam’s Club pinpointed the most relevant Roblox experiences for its Gen Z, US-based target audience.
Access performance dashboards and post-campaign reports — Through GEEIQ’s private dashboard, Sam’s Club had access to real-time campaign performance data. The GEEIQ team delivered custom post-campaign reports, benchmarking performance against industry averages, competitor campaigns, and traditional marketing channels.
Deploy the most effective platform tactics — GEEIQ’s team hosted dedicated workshops to guide the Sam’s Club team through best practices on Roblox, advising on high-performing paid media formats to ensure spend reached the right audiences.
Leslie Shepard
Lead of Partnerships and Growth Marketing