Twitch’s core audience of hyperconnected, enthusiastic gamers is constantly on the front line of internet culture and right now, TikTok is that front line. Tasked with determining the next evolutionary phase of Twitch Social, we took on the exciting responsibility of launching Twitch’s dedicated organic TikTok Channel.
When deciding how best to enter the TikTok space, one thing needed to be adhered to above all else - remain true to the Twitch Brand TOV and make a splash as only Twitch could.
Our launch strategy consisted of three separate, yet thematically interwoven executions that strived to break through the clutter of more common brand TikTok executions like hashtag challenges and FYP takeovers. Leading with content that would resonate with the Twitch audience already on the platform, we were able to put forth a cohesive strategy that had Twitch Community insider jokes, top tier creator talent, and a uniquely gamified experience for our audience to play along with.
Our launch included:
Phase 1 - The Chair Stream
Let’s face it, WEIRD WORKS on TikTok. Playing into this notion, we tapped into a long standing inside joke within the Twitch community centered around the idea of a “chair stream.” What better way to get people talking about Twitch’s arrival on the platform than by posting a full minute long video of a seemingly empty gamer chair. Throughout the video, we strategically placed several Twitch easter eggs to keep our fan base engaged and waiting for the payoff. In the last 5 seconds, we gave our fans what they were looking for by ending our mock chair stream with a special cameo from prominent FaZe clan member Swagg, as he walked into frame and acknowledging what everyone had been waiting for: Twitch is here and ready to launch our Tiktok.
Phase 2 - Escape Room
While TikTok is fast-paced, users are more than willing to tag along for longer, entertaining storytelling. Following up on our unique intro to the platform we wanted to offer fans a uniquely gamified experience in the true spirit of Twitch.
We created a series of POV style videos that mirrored the experience of a first person game. As users clicked on the comments, they were presented with two options of what could happen next.For next few days, we posted follow ups – each video will start where the previous one ended and give users two more options.
The ultimate goal: help us escape the room so we can start making real TikToks.
Phase 3 - Epic Intro
Users on TikTok find creative ways to introduce/share fun facts on the platform all the time. This often is facilitated by interactive sounds. To capitalize on this insight, we made the perfect gaming sequence for streamers, creators, and tiktok users to introduce themselves in epic fashion.
Utilizing a nostalgic video game “choose your fighter” menu, we invited users to duet our prompt asset and customize their response based on their personalities.
Our channel launch was a huge success and testament to the many months of hard work and effort put into this task.
From a performance standpoint, our launch saw:
60K+ Net New Follower Growth
63MM+ Impressions
60MM+ Video Views
364K+ Likes
9K+ Comments
.62% ER
