As gaming platforms evolve into hubs of digital culture and commerce, brands are increasingly leveraging interactive experiences to engage younger audiences. OMO, Unilever’s laundry detergent brand, entered the gaming space, with an activation on Roblox, aiming to connect with young adults through gamification and storytelling. The activation was brought to life in collaboration with gaming agency, Evolution Group.
OMO x Roblox: A strategic move into gaming
Aisha Kandil
OMO’s presence on Roblox is a response to shifting consumer behaviours, particularly among a digitally native audience transitioning into adul
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