amikaverse

Objective

Brooklyn-based hair care brand Amika sought to engage Gen Z consumers and build brand affinity by creating an immersive virtual experience. Launched in January 2024 on Roblox with agency partner Obsess, the campaign aimed to introduce product benefits through interactive gameplay while establishing a bridge between virtual engagement and retail conversion through an integrated web-based store.

Solution

Amikaverse is a Roblox experience built by Obsess featuring three character-guided mini-games. Users select a 'Bestie' guide—Stylist, Gardener, or Recycler—each leading to a themed challenge. The Salon challenge asks players to select appropriate amika products to solve hair concerns and complete puzzles; the Garden challenge lets visitors grow and harvest ingredients used in product formulation; the Recycling challenge involves collecting and combining recyclable materials into five packaging designs. Rewards include digital wearables and accessories available for purchase in the Roblox Marketplace, redeemable coins, and a limited-edition Amika-patterned digital jacket given to the first 10,000 players who complete the Salon challenge 10 times. Obsess also created a matching web-based virtual store on amika's e-commerce site.

Results

Not published.