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IMMERSIVE MARKETING
CASE STUDY E.L.F. UP

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DISRUPTING WHAT’S POSSIBLE ON ROBLOX WITH THE #1 GEN Z BEAUTY BRAND.

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We converted e.l.f. up! gamers into full blown loyalty programme members.
eGEN leads e.l.f.’s pioneering Roblox strategy across game design & development, production management, influencers & streaming, community building, event integration, and ongoing live ops. 

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Since launching e.l.f. up! less than a year ago, eGen has:

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DIVERSIFIED E.L.F. REVENUE 
Created a new non-makeup revenue stream from digital goods and avatar wearables for the first time in e.l.f.’s history.

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GROWN NEW LOYALTY PROGRAMME MEMBERS
Drove tens of thousands of sign-ups to their loyalty programme from Roblox users, turning players into ‘real world’ members. 

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EXPLODED REACH TO BRAND NEW FANS 
Drove awareness and cemented e.l.f. brand love with a new demographic of highly engaged Gen Z gamers, on and off Roblox.

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WHAT WE ACHIEVED

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