To launch Farfetch’s new beauty offering, we created a gaming-led campaign rooted in a bold strategic ambition: to establish Farfetch as a credible player in digital self-expression across the metaverse.I led the strategic development behind the campaign—identifying key insights around Gen Z’s use of gaming platforms like Roblox and The Sims 4 as spaces for identity play, creativity, and escapism. We focused on building trust within the gaming community by co-creating with authentic digital voices—UGC creators, world-builders, and cosplayers—rather than relying on branded drops or top-down messaging.
Campaign storytelling amplified by influencers and organic community sharing
Custom beauty assets and avatars within Roblox and The Sims
Live-streamed content exploring beauty as identity
Campaign storytelling amplified by influencers and organic community sharing
1.9M Reach, +503% vs Pre-Launch
The results spoke for themselves: We earned engagement rates well above industry benchmarks, built long-term creator relationships, and even caught the attention of Missy Elliott, whose organic support elevated the campaign’s cultural impact.This work positioned Farfetch as a forward-thinking luxury brand in the digital space—one that understands where the next generation lives, plays, and expresses who they are.
