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Technically Creative by KoobrikLabs Podcast
Inside Roblox’s Brand Strategy: Sue Anderson on Gen Z, Creativity, and UGC at Scale

Inside Roblox’s Brand Strategy: Sue Anderson on Gen Z, Creativity, and UGC at Scale

Technically Creative by KoobrikLabs vor 1 Jahr

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43:09

In this episode of Technically Creative,
Orlando sits down with Sue Anderson, VP of Creative at
Roblox and former agency veteran, to unpack what happens when
the creative lead of one of the most visited platforms on Earth
doesn’t make any of the content.

With over 98 million daily users and more than 40 million
user-generated experiences, Roblox isn’t just a game — it’s a
decentralized creative economy. Sue breaks down how her team is
building a brand inside a world that was built entirely by its
users, and what that means for the future of marketing,
creativity, and Gen Z engagement.

From leaving ad agencies for Meta and eventually landing at
Roblox, Sue explains why the best creative ideas often die at the
agency briefing stage — and how being closer to the product
unlocked the kind of thinking she once had to hide at the back of
a pitch deck.

She also shares why Roblox never tests creativity, why legacy
brands fail to grasp user-generated content, and what every
marketer can learn from a platform where fans earn $1M+ building
experiences with their friends.

Orlando and Sue explore:

Why Roblox doesn’t buy media, but is media

How to build a brand when your users create the product

What creative leadership looks like inside a tech company

Why agencies are often pitching to the wrong problem

The three audiences Roblox creates for: players, creators,
and parents

What adland can learn from a platform with 98M daily active
users

Why Gen Z “sniffs out” inauthentic marketing faster than any
generation before

What Cannes Lions judging taught Sue about creativity in a
post-platform era

Her biggest creative failure — and the email that turned it
around