Unicorn х Родная речь: "Obby на единороге" - бренд‑мир в стиле фэнтези на Roblox

Objective

Unicorn, a Russian breakfast cereal brand, aimed to build brand awareness and engagement among girls aged 3–12 in a safe, gaming-friendly environment where traditional advertising channels have limited reach for this demographic. The campaign leveraged Roblox to create memorable interactions that would resonate with Generation Alpha players through immersive gameplay and reward mechanics.

Solution

The team developed a 150+ level fantasy-themed obstacle course (Obby) embedded into three existing popular Roblox worlds via portal systems, avoiding expensive standalone world development. Players collected cereal-themed rings and earned limited UGC unicorn pet cosmetics (1,500 total, released incrementally) as progression rewards. Strategic checkpoints reduced player frustration, while native advertising banners integrated organically within game environments. The 3 million ruble budget strategy prioritized cost-efficiency without sacrificing gameplay authenticity.

Results

The campaign reached 1.96 million unique users with 5.88 million banner impressions and achieved 4.4-minute average session duration with 17,000+ favorites added. The game sustained approximately 300 concurrent players, and notably reached 47.5% girls, unusual for Roblox's male-dominant demographic in Russia.