How Brands Leverage the Power of Twitch

Two of Twitch39s Brand Partnership Studio leads are key to the effort Erin Joyce Creative Strategy Lead Americas and Stephanie Quan Director of Program ManagementThe premium product offerings let advertisers capture the Twitch audience39s attention with unskippable ads that weave directly into live broadcasts as well as highimpact display units including a spot on the Twitch homepage they explained Beyond these solutions Twitch39s Brand Partnership Studio empowers brands to create on Twitch through native site integrations brand partnerships and sponsorshipsThere39s a unique aspect to Twitch39s marketing programs Advertisers get to work collaboratively with Twitch39s own creative talent quotTwitch leverages its Brand Partnership Studio a team of inhouse gaming and livestreaming experts to help brands activate on Twitch through custom advertising programs often starring Twitch creators as well as sponsorships with both Twitch39s ownedandoperated premium content and with various media partners that help align brands with livestreaming and gamingquot Joyce saidStrategists within the Brand Partnership Studio act as guides for brands that are new to the world of gaming and livestreaming They use their expertise to help brands appear within the Twitch environment as authentically as possible quotOur team of creatives strategists and producers are fluent in creator culture and dedicated to helping brands reach their campaign goals in an authentic way using gaming norms insights cultural trendsamp160and bold ideasquot Joyce addedThe process of creative ideation is clearly set quotIn most cases it starts with a brief and our client39s goals for the campaignquot she continued quotFrom there we work backwards to align the brand its personae function and generally how it relates to GenZ or broader culture We build upon a client39s existing brand strategy to craft a narrative that complements its brand and suits the livestreaming spacequotBringing these custom programs to life requires a dedicated team and expert planning quotThe standard programming checklists still applyquot Quan notedamp160quotBut with the live environment we face an extra set of considerations when bringing creative ideas to life on TwitchquotTwitch creators the livestreaming talent with whom viewers watch and interact are experts when it comes to engaging with their communities and they play a critical role in bringing an idea to life quotOur team works closely with our network of creators to properly match them with the brands that resonate with them and their communitiesquot Quan explained quotOnce we have castamp160our creator we brief them on the creative concept talking points and logistics Because our creators are so accustomed to the intricacies of Twitch we are able to build our program on a solid foundationquotProcter ampamp Gamble is among the advertisers that have launched successful campaigns on Twitch quotMost recently they worked with Twitch for Charmin to create a fun and engaging campaign through the creation of a minigame called the Deuce Destroyerquot Quan saidamp160quotCharmin was able to own the stream break by providing an interactive experience through the minigame and rewarding the community with Bits Twitch39s virtual goods used to cheer on creators during livestreams quotFifteen Twitch streamers participated in the campaign which exposed the brand and game to a wide assortment of communities across the servicequotUltimately this not only serviced the goals of the brand but also was well received by the Twitch and media community where it was recognized as the winner of the Gamification category for the Shorty Awardsquot she addedThe Brand Partnership Studio also worked with DoorDash a technology company that connects people to restaurants in their neighborhoods through fast easy delivery The service came to life on Twitch through an ad spot dreamed up specifically for the Twitch audience The studio worked with Twitch streamer and diehard DoorDash fan AnthonyKongphan As he pondered his next meal the spot turned into an animated adventure that honored creators and helped DoorDash build ties to the gaming communityThe Brand Partnership Studio has also started expanding into new creative territories This year the studio produced POG Picks a live shopping show built from the ground up for the Twitch community Following a pilot backtoschool show in August where more than 14 million unique viewers tuned in Twitch produced a holiday show aptly named POG Picks Holiday Hive Several brand sponsors including the presenting sponsor StockX showcased fun holiday finds live on Twitch just in time for Black Friday and Cyber Monday shoppingPOG Picks Holiday Hive stood out from the crowd of liveshopping promotions because it brought the best of Twitch gamified and interactive entertainment to the experienceMoving forward there39s room for opportunities to evolve Joyce said quotI personally am fascinated with creator culture and its impact on GenZ As younger audiences continue to invest more time in personalitybased content and find more value in it I get really excited about the doors this opens for advertisersquotFor example instead of having a creative agency of record maybe someday a brand will have a dedicated 39Creator House39quot she concludedClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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How Brands Leverage the Power of Twitch

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Charlene Weisler

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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