Holiday campaigns embrace web3 to connect with young consumers

As brands face an increasingly competitive (and decreasingly loyal) market, many are turning to web3 initiatives to set themselves apart. Though the metaverse is still in its early stages, Cassandra found earlier this year that nearly 7 in 10 Gen Zs are curious to learn more about the metaverse, and Gen Z, millennials, and Gen Xers are projected to dedicate four to five hours per day to the metaverse in the next five years. Ahead, three brands that are tapping into virtual worlds for the holidays.

Image of the Pacverse logo on a retro 90's styled space background.


This holiday season, PacSun’s holiday campaign – called “PacVerse” – is inspired by the metaverse. Though the campaign will live across Pacsun’s digital and social channels, with exclusive content on TikTok, Instagram, Snapchat, Discord, and YouTube, the focus will be on the metaverse – specifically, Gen Alpha’s favored platform, Roblox. Inside their Roblox PacVerse experience, fans can dress their avatars in clothing from the Pacsun Holiday Gift Shop, with merchandise based on the actual physical collection. A virtual shop will also allow users to virtually try on clothing through its partnership with digital fashion store DressX.

Image of the EOS logo with the text "Mariah Carey's Winter Wonderland" over a dark background with sparkles.


Eos, one of Gen Z’s favorite skincare brands, tapped Queen of Christmas herself – we’re talking about Mariah Carey, of course – for its first Roblox activation. Eos’s “Winter Wonderland” in Roblox’s Livetopia is an immersive world decked out with a stage in the shape of a giant Eos round lip balm and free digital items, like headphones and backpacks. Mariah, appearing as a 3D motion-captured replica of herself, will be doing four separate performances on the platform. While she’s singing, players will have access to an exclusive virtual Eos microphone that they can activate to sing onstage with Carey. Though Carey’s "All I Want for Christmas Is You" came out in 1994, it’s perhaps never been more popular. If you’ve spent any time on #GiftTok, you know the song is virtually inescapable and just this week, the track returned to No. 1 on Billboard Hot 100.

Image of the text "Charlotte's Beauty Realm" "Escape to the world-first 3D Metaverse" Customise your own avatar to shop and explore with friends!"


British cosmetics brand Charlotte Tilbury, which has seen several of its products go viral among Gen Z on TikTok, opened up a 3D gamified shopping experience for the holidays. Unlike the previous two activations mentioned here, Charlotte’s Beauty Realm doesn’t rely on an existing platform like Roblox. Instead, Tilbury partnered with the experiential e-commerce platform Obsess to build out the concept, which is available directly on Tilbury’s website. Users can design their own avatars, right down to skin tone, hair color, and body type; they can also try on and buy makeup from the holiday collection – and a “shop with friends” option allows consumers to recreate the experience of IRL shopping with loved ones, online. There’s also an NFT component that will offer access to exclusive product and beauty experiences.