The article discusses the evolving landscape of advertising, emphasizing the shift from traditional methods to creator-led engagements that foster community and connection. Stephanie Latham from Roblox highlights the need for brands to build relationships based on trust with audiences who seek belonging in creator-driven spaces. With 85.3 million daily users engaging deeply on Roblox, brands like Walmart and e.l.f. are exploring immersive experiences that enhance community interaction. This approach reflects a fundamental change in marketing priorities, focusing on user empowerment and participation instead of just brand visibility.
"You're not just selling a product you're building a relationship. And that relationship starts with trust. It's powerful when you build a world where someone feels like they belong."
"The goal for brands is no longer just to be seen by millions of potential consumers. It's to be invited into the places where people spend their time."
"What makes these activations effective is not just the gameplay, but the brand's willingness to hand over the controls. e.l.f. understood that on Roblox, the audience doesn't just consume they create."
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