Help Wanted Podcast Summary
Episode: The Smartest People We Know In Business: Stephanie Latham (VP Global Brand Partnerships & Advertising, Roblox)
Release Date: December 31, 2024
Hosts: Jason Pfeiffer & Nicole Lapin

1. Series Introduction: The Smartest People We Know in Business

In this episode of Help Wanted, hosts Jason Pfeiffer and Nicole Lapin delve into the strategies and insights of some of the brightest minds in the business world. This series spotlights influential leaders from top brands, exploring what makes their businesses thrive and how they navigate the ever-evolving market landscape.

2. Guest Introduction: Stephanie Latham

Host: Jason Pfeiffer
Guest: Stephanie Latham, VP Global Brand Partnerships & Advertising at Roblox

Stephanie Latham joins Jason and Nicole as the featured guest, bringing her extensive experience in brand partnerships and advertising within the dynamic environment of Roblox. Her role involves forging strategic alliances with major brands to enhance user engagement and drive platform growth.

3. Lightning Round – Brain Pick

To kick things off, the hosts engage Stephanie in a rapid-fire "brain pick" session, uncovering personal insights and preferences.

• Last Person Stephanie Emailed: Her mom.
  [04:07]
  Stephanie: "My mom."

• Least Favorite Marketing Buzzword: "Synergy."
  [04:12]
  Stephanie: "Eel house synergy lately."

• Favorite Childhood Marketing Campaign: Absolut Vodka’s creative bottle prints.
  [04:23]
  Stephanie: "Absolute. When they did all the bottles print was still really big... It really got me into advertising."

• Out of Office Message: Clear and factual.
  [05:09]
  Stephanie: "I'm not available."

• Most Used Phone App: Roblox, followed by WhatsApp.
  [05:43]
  Stephanie: "Obviously, Roblox. I guess WhatsApp is a close second."

• Last Marketing Campaign That Converted Her as a Customer: Elf Beauty’s partnership on Roblox featuring lip oils.
  [05:56]
  Stephanie: "They made their lip oils available for purchase in Roblox. I could not help myself."

• Go-To Email Sign-Off: Uses exclamation points frequently.
  [06:30]
  Stephanie: "Anything with an exclamation point."

• Avatar Appearance on Roblox: Flaunts a stylish and branded look.
  [37:55]
  Stephanie: "She has fabulous hair... a fabulous Gucci bag, a coach dress, some Adidas shoes..."

4. Understanding Roblox's Marketing and Growth Strategies

Stephanie offers an in-depth look into Roblox's unique marketing ecosystem, emphasizing the platform's community-driven approach.

• Focus on Community:
  [11:29]
  Stephanie: "What we have leaned into a lot from the marketing side is using the lens of our content... the community that comes together, which basically becomes a viral loop."

• Content as a Vehicle: Emphasis on original IP and brand partnerships that resonate with users, fostering organic growth through shared experiences.

5. Marketing to Gen Z and Gen Alpha

Stephanie discusses the nuances of targeting younger demographics, particularly Gen Z and Gen Alpha, highlighting their distinct behaviors and preferences.

• Demographics Breakdown:
  [12:39]
  Stephanie: "The majority of our users are Gen Z now. Our fastest growing cohort. Myth busting is actually 18 plus."

• Challenges: Traditional media struggles to reach these groups. Instead, they thrive in interactive, co-creative digital environments like Roblox.

• Authenticity is Key:
  [15:03]
  Stephanie: "From a brand perspective, authenticity becomes really important because this is how they're operating."

6. Successful Marketing Campaigns and Brand Partnerships on Roblox

Stephanie shares examples of successful collaborations between Roblox and major brands, illustrating the impact of thoughtful partnership strategies.

• Adidas Partnership:
  [16:13]
  Stephanie: "Adidas took a big risk and gave their IP over to one of our UGC creators... It sold out instantly for 2 million robux."

• Beetlejuice and Warner Brothers Collaboration:
  [17:00]
  Stephanie: "They created an escape the Afterlife experience and integrated with existing Roblox experiences, which contributed to their box office success."

• Key Takeaway: Trusting the community and allowing creative freedom leads to authentic and successful brand integrations.

7. Use of AI within Roblox

The conversation shifts to the role of Artificial Intelligence in enhancing Roblox's platform and operations.

• AI in Creation Tools:
  [28:32]
  Stephanie: "We are investing heavily in AI on the creation tools... making it easier for more creators to join the platform."

• Efficiency and Human Touch:
  [29:54]
  Stephanie: "AI is great for efficiency, but high-touch relationship aspects still require a human touch."

8. Meetings Culture and Productivity

Stephanie elaborates on Roblox's approach to meetings, emphasizing efficiency and respect for employees' time.

• Meeting Philosophy:
  [30:11]
  Stephanie: "Meetings need to have clear agendas and desired outcomes. Chunking work into strategic meetings and deep work is essential."

• Trust and Remote Work:
  [32:32]
  Stephanie: "Let people work where they want to work to be their best selves and be clear on expectations and trust."

9. New Initiatives: Selling Merchandise via Shopify

Roblox is expanding its commerce capabilities by partnering with Shopify, enabling creators and brands to sell merchandise directly from the platform.

• Shopify Partnership:
  [33:13]
  Stephanie: "The spirit of this actually is to bring commerce to all of our partners... pairing digital twins with physical items."

• Consumer Behavior Insight:
  [35:16]
  Stephanie: "Young consumers view their digital and physical identities as interconnected, presenting a unique commerce opportunity."

10. Advice for Small Businesses on Marketing

Stephanie offers strategic advice for small business owners and side hustlers aiming to maximize their marketing efforts with limited budgets.

• Prioritize Organic Growth:
  [36:09]
  Stephanie: "Drive traffic to your experience... Instagram is a great place for jumpstarting."

• Utilize Roblox Tools:
  [37:07]
  Stephanie: "We recently launched search terms for creators... helping them succeed without high costs."

Conclusion

Stephanie Latham’s insights shed light on Roblox's innovative marketing strategies, emphasizing community engagement, authenticity, and the seamless integration of digital and physical commerce. Her expertise provides valuable lessons for brands and businesses aiming to connect effectively with younger audiences in a rapidly evolving digital landscape.

Notable Quotes:

• "Friends helping friends make progress." — Jason Pfeiffer, [00:51]

• "Authenticity becomes really important because this is how they're operating." — Stephanie Latham, [15:03]

• "Meet the audience where they are, right?" — Stephanie Latham, [25:02]

• "You need to be able to be flexible and fluid as things are happening." — Stephanie Latham, [26:32]

• "Time is the most valuable resource that we have." — Jason Pfeiffer, [31:17]

This comprehensive discussion with Stephanie Latham provides a deep understanding of how Roblox leverages community and brand partnerships to drive growth and engagement, offering actionable insights for businesses seeking to navigate the digital marketing landscape effectively.