The Z generation was given special consideration when we also took into account the contents of our platform at the Disney+ launch which we set out to achieve high access and awareness. In this project, our main target audience was the Gen Z population. This population was a group that put digital and mobile at the center of their lives, loved to consume content, and had a very high interest in the field of gaming. Before the project, Disney+ had only 12% awareness among 18-24 age groups (Gen Z).
We were aware that we would not be able to create the desired effect in this target audience with traditional channels. When we look at the behavioral tendencies of the Z generation, we decided that Twitch has an important place and that it is the right channel for our project. Of course, this target audience did not want traditional advertisements here, as in every other medium. We turned to the influencers they follow to get out of line. Our preference for Twitch in this influencer project was very effective in creating interaction with Gen Z. There is no mobile/desktop budget distinction within the project.
The starting point of our project was the roadblock model, which has been used in traditional TV for many years. We broke new ground by moving this advertising model to the Twitch Turkey platform through influencers. We brought together the 5 most powerful streamers of Twitch Turkey such as ElRaenn, WTCN, KendineMuzisyen, Pqueen, and Unlost, for the first time, at the same time, on the Disney+ special broadcast on June 17th at 22:00.
We held entertaining broadcasts where the features of the platform were explained, and promo and extra scenes were watched from the content chosen by each publisher according to the interest of their audience. We were also able to provide dynamic interaction with the pop-up quiz on the content of the broadcasts with high interest from the audience.
The roadblock project we brought to life on Twitch took its place as one of the most popular projects ever made in Turkey. Our broadcast, which reached almost everyone who entered the twitch platform from Turkey on the night of June 17, made a big impact on the target audience of Gen-Z.
We achieved 2.9M+ reach in our 5 separate broadcasts lasting 1 hour in total. We provided access to 510K unique users during the live broadcast.
During the project period, we achieved our goal by increasing our unaided awareness score in Gen-Z by 21 points.