How Coach Drove 13 Million Roblox Visits in One Week: A Data-Driven Strategy

While the initial hype surrounding the metaverse may have subsided, the underlying trend of users flocking to immersive digital experiences remains strong. This is where platforms like Roblox thrive, offering brands unique opportunities to engage with millions of users. One such success story is Coach, the modern American luxury brand that achieved a staggering 13 million visits to its Roblox experience in just one week. This accomplishment wasn't a stroke of luck, but the result of a carefully crafted, data-driven strategy facilitated by Geek, a market intelligence company specializing in virtual worlds and gaming.

GEEIQ's CEO and co-founder, Charles Hambro, highlights the importance of data in navigating this evolving landscape. In a recent podcast interview,

he explained, "It's as simple, as going, I want to reach X number of followers on Instagram. So I'm going to look at Kim Kardashian and find out how many followers she has...and in GEEIQ, we're in the fortunate situation where we have all that information. So we're very, very straightforward to be able to plan that strategically."

This data-driven approach allows brands to move beyond guesswork and make informed decisions about their virtual world investments.

For Coach, GEEIQ's data insights were crucial. "It's actually rather simple when you have the data," Hambro stated. By leveraging Geek's platform, Coach gained access to key information about the Roblox audience, their behaviors, and preferences. This allowed them to tailor their experience to resonate with the target demographic and maximize engagement. The strategy extended beyond simply attracting visits; it focused on creating a compelling experience that encouraged users to spend time interacting with the brand.

Hambro emphasized, "...not just about 13 million visits. It's about what do they do? How long did they spend in terms of time?"

This success underscores a broader shift in how brands approach marketing in the digital age. Traditional methods like billboards and television ads offer limited insights into audience engagement. In contrast, virtual worlds like Roblox provide a wealth of data that can be used to optimize campaigns and measure ROI.

Hambro argues that while achieving perfect ROI tracking remains a challenge, "...there is ROI already." He further explains that Geek is working to "...track direct and then...track indirect and then you can make assumptions based on direct. We all want to get down to the value of a visit in Roblox..."

Furthermore, Coach's success demonstrates the power of integrating with existing platforms and experiences. Instead of building a standalone metaverse experience, Coach strategically inserted itself into the Roblox ecosystem, leveraging its existing user base and infrastructure. This approach allowed them to reach a wider audience more quickly and efficiently.

Coach's 13 million visits weren't solely attributed to Roblox, however. Hambro points out that Coach adopted a multi-platform strategy, also venturing into Zepeto, a popular avatar-focused platform. He explains,

"They didn't choose Roblox or Zepeto. They went into both and they went into both differently for different reasons."

This highlights the importance of understanding the unique characteristics of each platform and tailoring the strategy accordingly. Just as brands wouldn't use the same strategy for TikTok and Instagram, they shouldn't treat all virtual worlds the same. Zepeto, with its strong focus on social interaction and fashion, presented a valuable opportunity for Coach to connect with a different segment of its target audience.

Looking ahead, Hambro believes that data will continue to be paramount for brands navigating the evolving landscape of virtual worlds and gaming. He's excited about the potential for deeper ROI tracking and the development of even more sophisticated tools to help brands make informed decisions. He envisions a future where brands leverage data not just for commerce, but also for building deeper engagement and fostering stronger connections with their audiences. The success of brands like Coach serves as a testament to the power of a data-driven approach, paving the way for a future where virtual worlds play an increasingly important role in brand marketing strategies.