Roblox
Roblox Unlocks New Creativity with their YouTube Effect
#RobloxVault
Overview: Opening the Vault on Roblox's Next Big Content Moment
To promote the launch of the new Roblox Vault effect on YouTube Shorts, we rolled out a creator campaign that leaned into Roblox's massive creator-driven culture. The goal: highlight the new effect while letting creators experiment, play, and build content that felt native to their audiences. The result was a mix of humor, nostalgia, storytelling, and chaotic energy—just like the Roblox universe itself.
Challenge: Turning a Visual Effect Into a Trend Starter
The Roblox Vault effect came with strong visual branding, but launching an effect doesn't guarantee creator adoption or viewer engagement. The challenge was getting creators to use it in ways that sparked interest, without it feeling like a hard promo. We needed the content to feel like part of the culture, not a detour from it.
Solution: Creator-Led Storytelling with Roblox Energy
We activated 14 creators across YouTube Shorts who understand Roblox culture and how to speak to their communities. Each one used the Vault effect in their own way—some dropped in-game references, others crafted skits or visual gags, all staying true to their voice. The mix of humor, style, and familiarity made the effect feel like a tool, not an ad.
Our Results:
The #RobloxVault campaign delivered engagement and creative reach across the platform. By staying authentic to Roblox's identity and trusting creators to lead, the effect got the push it needed.
14 Creators 🎨
14 creators took the Vault and made it theirs.
98M Followers 🌟
The participating creators had a combined following of 98 million.
5M Views 👀
5 million views boosted the new effect's visibility on Shorts.
147K Reach 🌍
147,000 unique viewers interacted with the content.
230K Likes ❤️
230,630 likes showed strong audience approval.
3.5% Buzz 👍
A 3.50% engagement rate reflected high viewer interaction and response.
Start a campaign with us!
Submit the form below, tell us a bit more about your business, and we’ll be in touch shortly.
The Roblox Vault Opens—and the Weirdness Begins
Creators Gave the Vault Real Personality
Every creator brought something different to the trend. Whether it was Roblox nostalgia, glitch-style humor, or a chaotic skit, the content felt true to the platform's spirit. That authenticity helped the effect land.
The Roblox Vault Effect Launched with Real Creator Energy
By tapping into creator personality and keeping the execution flexible, the Roblox Vault campaign gave the community a reason to use the new effect—and made it feel like it was theirs from the start.
Engineering Social
Engineering Social
DRIVING SOCIAL CONVERSATION AND SENTIMENT IN WAYS THAT WORK.
Sulfur helps clients create authentic content to fit the touchpoints of today's connected world 🌎. We do this by engaging influencers to drive awareness, amplify reach, and gain insights + data 📈 to optimize and scale future growth and performance.