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You can find me always keeping on top of the latest online trends, scrolling through feeds, reading obscure articles, watching YouTube videos, and chasing after my dog.
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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, and 9K+ comments. 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 needed to establish a presence on TikTok that resonated with their community and drove engagement and growth.
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.
The Strategy
Twitch partnered with DEPT®, a full-service marketing agency, to launch its TikTok presence strategically. 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 participate 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.
Results
60,000,000+ Views
364,000+ Likes
9,000+ Comments
234% Follower Increase
200% Impression Increase
269% Engagement Increase
23% Avg. Engagement Rate
Awards
Silver Distinction at the 14th annual Shorty Awards for Social Media Excellence