Challenge: As a Copywriter Intern, how can Roblox create social media content that supports the company’s new evolution?
what is the “new evolution”?
Evolution #1: CEO David Baszucki redefined what gaming means through the new brand strategy “THE WORLD NEEDS MORE PLAY”
Evolution #2: Driving adoption for high-fidelity avatars as the future of Roblox and a way to expand the range of creativity on the platform
Evolution #3: Shifting to targeting an older audience (25+ users), and aging up with our long-time users to show Roblox is not a “kids game”
conceptualizing social content
Solution: Ideated, pitched, and executed original video content that promotes Roblox games & emphasizing high-fidelity avatars
content ideation + copywriting
Solution: Produced social videos & on-screen copy showing the brand's new strategy of “play” by combining Roblox’s voice with internet culture
brand partnerships
Context: Collaborated with Universal Pictures to create a social teaser for the summer blockbuster movie, The Odyssey, and the new Roblox game that was developed + launched for further promotion
