Onboarding Brands to the Future of Communication and Connection

Roblox is the leading immersive platform where millions of people from across the world come to connect, make friends, and share digital experiences. Each day, the Roblox community is constantly sharing new ideas, making close friendships, and working together to compose interactive environments for all ages to enjoy.

• Brand positioning and messaging

• Product positioning and messaging

• Website architecture and content strategy

• Campaign hero video and sales enablement materials

After experiencing massive growth among users, Roblox turned to our team at Column Five to develop a positioning strategy and brand messaging platform with the ultimate goal of educating and inspiring brand partners to activate on the platform.

Despite the growing awareness of the metaverse, many organizations had a limited understanding of Roblox’s capabilities and mainly viewed the brand as a gaming platform for kids. We needed to shift their perception by crafting a compelling story about the transformational power this immersive technology can create for ambitious brands seeking closer connections with their audiences. We also needed to clarify the entry points for brands across several verticals - like sports, fashion, music, and entertainment - by positioning the unique value of Roblox’s advertising and digital experience solutions.

We crafted a comprehensive positioning strategy and messaging platform that guided the creation of the Roblox for Brands website featuring a suite of educational content resources and inspirational case studies of brands that have found success on the platform. We also adapted the messaging to sales enablement collateral including hype videos, sizzle reels, and pitch decks used by sales leaders in new business meetings and at industry events.

The end result? A comprehensive set of marketing resources designed to onboard brands to the future of communication and connection.