Barbie and Forever 21 are bringing the fashion world to the Metaverse. The two iconic brands co-designed a collection and saw the opportunity to step into the Metaverse to broaden and deepen their reach.
Glow Labs teamed up with Barbie and Forever21 in the metaverse. Yes, you heard it right. And it was ICONIC.
Barbie and Forever21’s first foray into the metaverse was on Roblox. An explicit mission for both brands is to create a more cohesive experience between their digital and physical presence. This was an opportunity to take a step toward that.
“We are thrilled to offer shoppers unexpected line extensions that include Barbie in-store and online and virtual fashions in the metaverse.”
Winnie Park, CEO Forever 21 in CMXToday
Barbie x Forever21’s Goal: Building in Web2.5
One of the most effective ways to speed up awareness and adoption is through a giveaway. Let’s break down how Glow Labs helped design a successful campaign for the collaboration.
The objective was to utilize a gamified experience to drive merchandise purchases both in-store and Roblox (on-chain).
With Barbie and Forever21’s combined following of 2.1 million, Twitter was the obvious path to communicate the launch of the metaverse collaboration. This is what Glow Labs refers to as “web 2.5.” We meet the community where they are, guiding adoption of web3 through incentive-based rewarding.
With Glow Labs, brands can easily encourage, track and reward engagement on targeted channels. This was the perfect solution for the Barbie x Forever21 collaboration.
A Giveaway: Twin With Your Avatar
We co-created a campaign that incentivized users through a frictionless journey – starting with Twitter and landing in the metaverse.
The reward was big, winners had the opportunity to create a virtual fashion line on Roblox, a $1,500 Forever 21 shopping spree, and 100,000 Robux (about $350).
To enter the giveaway, contestants had to post a photo on Twitter in which they and their Roblox avatar were clad in the Barbie X Forever21 collab merch. The campaign was aptly named “Twin With Your Avatar.”
With 10,000 “Twin With Your Avatar” entries, Barbie and Forever21 successfully connected their digital and physical offers into a cohesive experience. Barbie has gone on to expand their metaverse presence with limited drops, hoping to take a cut of the $2.6 trillion in ecommerce sales projected to be driven by the metaverse.
Interested in finding your entry into web3? Let’s chat.