CASE STUDY

Old Navy Brings Its Back-to-School Collection to Roblox

Building Brand Love on Roblox

#2

Retail Brand Program on Roblox to Date

14M+

Brand Engagements

2x

Higher Brand Love & Purchase Intent from Participants vs. Non-Participants

48M+

Gameplay Sessions

Client Challenge

With today’s kids discovering & shaping style trends on social media & across gaming worlds where avatar customization is king, Old Navy needed to build buzz & brand love ahead of back-to-school with Gen Alpha – without creating an overt advertising campaign that gets scrolled past.

Campaign Objective

Ignite Buzz for Back-to-School Collection: Create a culturally relevant event across the digital spaces where Gen Alpha hangs out so they talk about it, share, and invite friends to join.

Build Brand Love: Introduce & establish Old Navy as the beloved, “cool” place for Gen Alpha to shop by putting the brand at the center of their favorite games & the focus of their favorite creators’ content.

Drive Purchase Intent: Connect digital excitement to real-world interest, motivating Gen Alpha to purchase themselves or ask their families for Old Navy clothing during back-to-school season.

Execution

Old Navy partnered with Gamefam to unleash the biggest back-to-school event… turning to Roblox, where Gen Alpha spends 2.5+ hours daily (more than TikTok or YouTube). We launched a six-week, 360° campaign anchored in Roblox gameplay, with extensions across TikTok & YouTube through influencer-led content & media amplification.

Old Navy was integrated into three popular Roblox games, where players engaged with branded quests, interacted with Old Navy’s mascot Magic the Dog, and unlocked digital merchandise reimagined for their edgy, quirky Roblox avatars.

Top Roblox influencers brought the experience to life through videos & livestreams, playing alongside lucky fans & surprising them with exclusive Old Navy rewards. That influencer content was amplified through a media campaign on YouTube & TikTok, reaching millions of Gen Alpha consumers across the platforms they love most.

By weaving Old Navy’s back-to-school looks into gameplay, rewards, and creator-led social moments, the campaign consistently positioned the brand as a “cool” style destination for Gen Alpha.