Bella Poarch is one of the most viewed people on the internet. After dabbling with some casual Twitch streaming, she came to us to help bolster her presence as a gamer, and knew we had an opportunity to make something completely unique. We set out to develop a weekly show with the cinematic quality of premium cable, the topical content of gen-z internet culture, and star-studded guests from the gaming community. Half talk-show, half gaming, and 100% authentic to Bella.
Why Twitch?
Bella rose to fame on TikTok, and has already translated that into a successful music career. Her fans follow her everywhere. But Twitch audiences are notoriously insular and cliquey. We knew that building Bella on Twitch was a challenge that called for a new approach unlike anything we see from other creators or from Bella on other platforms. Twitch values unfiltered, vulnerable, and authentic creators. How can we make a premium show for Bella that draws her TikTok fans to something new and exciting, while also winning the safe-guarded respect of the Twitch community?
Tonally, cinematically, and thematically, we set out to completely reimagine the playbook for a premium livestream broadcast. We spent six months developing, writing, and casting the show from the ground up. Working directly with Bella, we dove deep into what makes her tick - crafting the episodes' themes, segments, and art direction that were uniquely tailored to Bella's personality. By combining avant-garde set design, thoughtful scripting, adventurous wardrobe, a cinematic graphics package, and a marketing campaign to match - Bella Levels Up came to life.
We worked with Bella to cast a perfect roster of guests, including internet stars like Ludwig, Benny Blanco, Valkyrae, and QTCinderella.
Honoring the native Twitch experience, we utilized custom chat integration technology to enable live audiences to interact with Bella and guests in real-time, voting on in-game decisions and cheering them on throughout challenges.
Each two-hour episode consisted of segments meticulously crafted to maximize shareability. From deep chats about life to energized physical challenges, clips from Bella Levels Up spread across the internet like wildfire immediately following each episode.
In four episodes (simulcasted on Twitch, YouTube, Amazon Prime, and Twitter) Bella Levels Up boasted 1M+ live viewers per episode, 47.7M+ organic views on Bella's socials, and Twitch front page hero placement on all episodes. Countless fans shared clips of their favorite moments and applauded Bella for breaking out of her shell. The result was a one-of-a-kind show that was not only successful on platform, but 100% authentic to our star. Bella's friends from the gaming world helped her level up in new games. Her friends from the real world helped her level up in fun IRL challenges including archery, cooking, and learning to drive. Along the way, they indulged in deep discussions about life's challenges and how to live life to the fullest.
Please view our full case study at bellalevelsup.com
Thank you!
