Cosnova: Kingdom of Essentia

Objective

essence, a Gen Z-focused cosmetics brand by Cosnova, aimed to build a persistent brand experience on Roblox where young audiences already spend significant time. The campaign was designed to integrate with the brand's existing presence on TikTok and Twitch while reinforcing core values of openness, equality, and empowerment through immersive gaming.

Solution

Created a multi-seasonal Roblox world called 'Kingdom of Essentia: Guardians of the Lash Princess,' launching on December 4, 2024. Players explore themed islands (Frosty Falls in winter; Sunshine Shores in summer) featuring mini-games like Color Splash and Frosty Hover Rush where they collect in-game currency to restore color and defeat 'Evil Gray' (representing negativity and bullying). Players unlock cosmetic upgrades and access to seven limited free UGC collections. The experience included influencer partnerships (Twitch streamer Emiru) and evolved through seasonal expansions.

Results

The Kingdom of Essentia achieved an average session duration of 15 minutes.