About the A&H Mad Science Lab on Roblox

Challenge

With homemade volcanoes and schoolyard bottle rockets, baking soda has been one of the first ways kids experience science since 1846! But ARM & HAMMER™ was losing relevance with younger consumers, particularly Gen Alpha and Gen Z. With kids shifting their exploration online, there was a risk of our 177-year legacy fading if we didn't rejuvenate our image.

Solution

To counteract the decline in hands-on science experiences, and boost awareness with younger, future consumers, we created a digital version of our real-life baking soda STEAM experiments on Roblox. Our immersive virtual world allowed kids to interact with ARM & HAMMER baking soda in a fun, engaging environment. They experimented until they successfully blasted off rockets, made ooey gooey slime, and set off gigantic volcanos–all experiments they could repeat in the real world with their new knowledge.

Results

The campaign led to a 25% increase in brand awareness among Roblox players. Engagement rates were double that of similar brand experiences, with players spending over three minutes in our game on average. The Mad Science Lab achieved 46 million impressions during its 5 week run, surpassing our goals and reinvigorating the brand.