Roblox’s Campaign
Roblox Unlocks New Creativity with their YouTube Effect
#RobloxVault
Overview: Opening the Vault on Roblox's Next Big Content Moment
The #RobloxVault campaign promoted a new interactive effect on YouTube Shorts tied to Roblox’s massive in-game culture. The custom effect featured a tap-to-reveal mechanic. Faster tapping unlocked rarer items, giving creators and fans a simple, satisfying reward loop. Launched in February 2025, the campaign leaned on top Roblox creators to introduce the effect through familiar formats like challenges, unboxings, and in-game crossovers.
Challenge: Turning a Visual Effect Into a Trend Starter
Effect-based trends can feel forced if creators don’t see a natural way to use them. The Vault effect needed to feel like an organic extension of how Roblox fans already interact with content. Surprises, collectibles, and chaotic reveals had to feel natural, not promotional. The goal was to build hype, not explain a feature.
Solution: Creator-Led Storytelling with Roblox Energy
We partnered with 14 creators on YouTube Shorts who already have strong Roblox communities and formats. They integrated the Vault effect directly into their usual content. For example, @Lanaslifeee used it in a Dress To Impress crossover. Whether revealing in-game items, building challenge mechanics, or tapping into fast-paced viewer energy, creators used the effect as a storytelling tool.
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.
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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 building an effect that matched Roblox’s reward-first content culture and putting it in the hands of the right creators, the campaign drove visibility, interaction, and participation from day one.
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.