Twitch is always looking for relevant cultural moments and reactive social opportunities to capitalize on by inserting ourselves into the community conversation. With the highly anticipated April 2021 update release to Animal Crossing: New Horizons, Twitch Social set out to create an engagement focused asset that would galvanize our community to express their love for Animal Crossing culture through a cull and response style tactic.
Instead of just posting a simple text prompt to our audience, we decided to take a unique visually lead approach that tapped into the idea of “gamified” content. By mirroring the style of an in game selection screen, we were able to create a fun and engaging gif asset that complemented our audience prompt of “Unleash your inner Tom Nook and tell us which villager's gotta go.”
Additionally, knowing that the Animal Crossing character Zippy T. Bunny has quite the divisive reputation within the game’s lexicon, we made it a point to include it’s image as we knew it would spark a lighthearted response from the audience in addition to further position Twitch Social as an authentic insider voice of the gaming community.
Our post was a huge success not only from a metrics point of view, but also garnering social interactions from other large gaming brands and prominent Twitch creators.
Across Twitter and Instagram our posts received
1.2MM+ Impressions
10K+ Active Engagements (.83% AER)
9K+ Likes
400+ Comments
