Twitch

Twitch TikTok Launch

TL;DR

Twitch teamed up with DEPT® to launch them on TikTok with a three-part campaign that became hugely successful. The numbers speak for themselves: 60K+ new followers, 63M+ impressions, 60M+ views, 364K+ likes, 9K+ comments, and a Shorty Awards Silver Distinction for Social Media Excellence. Twitch stayed true to their community while making waves on TikTok.

Context

Twitch is a leading live streaming platform with over 31 million daily visitors, primarily in the 18-34 age demographic. Known for its thriving community of gamers, esports enthusiasts, and creators of all kinds, Twitch sought to expand its reach and strengthen brand loyalty among its core audience.

Challenges

Presence

Twitch had zero TikTok presence. Starting from scratch on a platform where you can go viral or get "silenced brand" in the same 24 hours is a high-stakes situation.

Skepticism

Twitch's audience was challenging to understand and reach due to their online habits, skepticism towards traditional advertising, and preference for authentic content.

Community

Twitch couldn't rely on traditional advertising methods but instead had to tap into insider jokes and community-driven content to capture the attention of their audience. IYKYK

What I Did

As a Social Media Strategist/Creative at DEPT®, I led the platform and content strategy for Twitch's TikTok launch, from research to execution. That meant deep-diving into competitors across the streaming, gaming, and lifestyle spaces to build out Twitch's content pillars for the platform.

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For the launch itself, I concepted, pitched, and designed the "The Chair Stream" along with being part of the ideation and execution of "Escape Room" and "Epic Intro".

The Strategy

The approach centered around three key executions:

The Chair Stream: Tapping into an inside joke within the Twitch community, a minute-long video showcased an empty gamer chair with strategically placed Easter eggs. The payoff came in the final seconds when a popular creator, FaZe Swagg, appeared, acknowledging Twitch's arrival on TikTok.
Escape Room: A series of POV-style videos mimicked a first-person game experience, inviting users to "choose their own adventure" by selecting options in the comments. The goal was to "escape the room" and unlock Twitch's ability to create unique TikTok experiences.
Epic Intro: Utilizing a nostalgic "Choose Your Fighter" video game menu, users were prompted to duet and introduce themselves creatively, aligning with the gaming culture on TikTok.

Lessons & Insights

Twitch's success on TikTok highlights the importance of authenticity and community-centric marketing, especially when targeting a highly engaged and discerning audience. Twitch established a genuine presence that resonated with its core audience by tapping into insider jokes, creator collaborations, and interactive experiences. The campaign's results demonstrate the potential for brands to thrive on emerging social media platforms by aligning their marketing efforts with the platform's culture and their target audience's interests.

Eny Who?

That's me!