Paris Hilton on Roblox: The Opportunity for Brands

Paris Hilton cannot be defined. TV star, philanthropist, pop culture queen, advocate, musician, DJ, artist, entrepreneur, mother, author, investor and business mogul: these are just some of the ways to describe her.

Since 2021, Paris Hilton has launched two Roblox experiences, introduced new brands to the platform, and pioneered the future of immersive marketing campaigns with partners like L'Oréal, Urban Decay and Hilton Hotels.

In this whitepaper, 11:11 Media and GEEIQ analyze Paris Hilton’s strategy on Roblox, exploring her experiences' innovative game mechanics, and unpicking the full-funnel marketing opportunity for brands entering Roblox.