The 14th Annual Shorty Award winners are here! View the full list.

THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Twitch TikTok Channel Launch

Silver Distinction in TikTok

Objective

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

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:

 

Results

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:

 

Media

Entrant Company / Organization Name

Twitch

Links

Entry Credits