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Special Project

Special Project
From the 14th Annual Shorty Awards

Twitch TikTok Channel Launch

Silver Honor in TikTok


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.

Strategy and Execution

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:



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:



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