How Twitch Is Changing The Game With Financial Services
Since announcing its Australian in-house sales team late in 2019, Twitch has launched a number of successful campaigns for brands looking to tap into its audience.
5 Gum, Audible, KitKat and even Burberry have been able to use Twitch to either connect with a unique audience or live stream content in a new way.
And while it might not come as a surprise that brands from FMCG, fashion and technology verticles have advertised with Twitch, financial services currently represent the fastest-growing category on Twitch.
“Obviously when you think about Twitch as a service, you straight away think it would be the endemic clients, the entertainment, gaming, and technology solutions,” Twitch head of sales for Australia and New Zealand Ricky Chanana told B&T.
“We have done a really good job in educating the market over the past 18 months that Twitch is not just a gaming-led service, it’s far greater.”
With advertising on Twitch continuing to expand, the entertainment service teamed up with private health insurer ahm to help the insurer build a connection with a new audience and build credibility in the gaming space.
“ahm wanted to basically create and connect with an audience which is hard to reach via traditional channels,” Chanana said.
“And they wanted to have an understanding of how they can meaningfully connect and talk about something which is sometimes a complacent topic – a private health fund.”
Twitch also provided ahm with the opportunity to reach a younger demographic, who might currently treat private health insurance as an “afterthought”, said Chanana.
To build out the campaign, ahm wanted something that leant into its company messaging of making things simple.
As a result, ahm sponsored Twitch streams, which are at the centre of what makes elite gamers good at what they do.
“For ahm, it was a very fresh approach to basically create a fun, tongue in cheek nod to how celebrities and athletes notoriously protect the physical assets most important to them and their careers,” Chanana said.
The first half of the campaign featured Australian streamer Reapz, who highlighted the “game-winning fingers” he uses on a day-to-day basis.
Results show a 15 per cent increase (from the benchmark) in viewers tuning in to Reapz, and 21 per cent increase in minutes (from the benchmark) watched of the sponsored stream.
Finding the right influencer
One of the key factors behind the success of the ahm campaign was ensuring the brand message was delivered by the right influencer.
And it was no coincidence that Reapz was selected to work with ahm.
Twitch has a stringent approach when it comes to partnering brands and influencers. For starters, influencers must first hit a specific threshold in terms of viewership figures.
Influencers can then work with Twitch either as an affiliate or partner.
As a partner, Twitch will verify that the creator follows brand guidelines and is brand safe for any potential advertisers.
Twitch’s partnerships team then works with these influencers to identify brands they might be interested in working with, as well as brands they are looking to stay away from.
“I think in the end, the best part is that the partnerships team will have a catalogue of all the content creators that work,” said Chanana.
“We work along with that and get the best outcome for the customer and us.”
Latest News
Reddit Shares Jump 14% After First Quarterly Results Since March IPO
Reddit shares are on the up after the website released its first quarterly results since its IPO in March. Reddit’s revenue beat expectations coming in at $243 million vs the $212.8 million expected by LSEG. The site’s ad revenue increase put it firmly ahead of its competitors: Reddit reported $222.7 million in ad revenue for […]
Gippsland Dairy Celebrates The Deliciousness Of Patience With ‘Slow Good’ Platform Via Special
Gippsland Dairy Yogurt is launching a new brand platform this week celebrating the unique, time-consuming process by which it is crafted. “In a category and industry focused on quick production and lowest cost, Gippsland Dairy has been able to retain its award-winning texture and taste by keeping true to its unique production method. We’re thrilled […]
Let Them Eat Cake: Cashed-Up Professionals Are Back In CBDs And Airports And They Want Their Audis
Offices and airports have become key hubs for social connectivity and brand engagement for today’s affluent business professionals, exclusive new research from oOh!media has found. In the post pandemic era, the study ‘A Professional Perspective’ by strategic consumer insights consultancy Nature, revealed 83 per cent of business professionals say while hybrid work is the new […]
Mariah Carey Lends Her Inimitable Voice to ‘Portrait of a Portrait’, Audible’s Latest ‘Words + Music’ Installment
Audible announced that Mariah Carey’s ‘Words+Music‘ installment, ‘Portrait of a Portrait’, will debut on Thursday, May 23, exclusively from Audible. In the 40th volume of Audible’s franchise, the best-selling, award-winning visionary will immerse listeners in an enchanting Butterfly Lounge session that is not only an unparalleled auditory experience, but a masterclass in the art of […]
AiMCO Announces New Member Webinar To Deep-dive Into The Intricacies Of Influencer Agreements
The Australian influencer marketing council (AiMCO) announced its new ‘Influencer Agreements 101’ webinar – a deep-dive into influencer agreements between brands and influencers, or their agencies. Lead image: Tegan Boorman, guiding council chair, AIMCO. The webinar, to be held on May 14, will explore the intricacies of legal and contractual agreements between brands, agencies and […]
TikTok’s Head Of People AUNZ Laura Chuck Leaves After Nearly 4 Years
TikTok’s head of people for Australia and New Zealand Laura Chuck has left after nearly four years in the role. In an emotional LinkedIn post, Chuck said “It’s with mixed emotions that I bid farewell to my incredible journey at TikTok, where I’ve spent nearly four incredible years”. Chuck joined TikTok in June 2020 and was […]
News Corp Australia Gets Ready For D_Coded 2024
News Corp Australia will be unveiling transformative solutions to navigating today’s rapidly changing digital landscape at the company’s annual D_Coded event next week. Over two days in Sydney and Melbourne, a series of live presentations and product announcements will outline how brands can gain a strategic advantage, build stronger customer relationships and achieve long-term growth. […]
Ideally Continues high growth trajectory, appoints senior marketing lead
Ideally has appointed international brand marketer Maura Halpin to the newly created role of marketing lead, effective immediately. The appointment comes at a pivotal time in the brand’s ambitious growth strategy following its launch in August 2023. Since launch Ideally has announced a $2.15m seed investment has grown to nearly 20 staff across Australia and […]
Feel-Good Gin! The Oasis Committee And Spirit of Little Things Collab On Charity Gin
The Oasis Committee in partnership with Spirit of Little Things has created the perfect bottle of gin for every media office bar cart with all proceeds from the signature gin to go towards Oasis Project and Western Australia’s disadvantaged youth. The Oasis Committee is focused on leveraging the power of the WA advertising and communications […]
TV Ratings (06/05/2024): Emotional Lego Masters Goodbye Does The Numbers For Nine
And we thought Lego could only make you cry when you accidentally stood on a piece.
Lisa Wilkinson AM To Join Cannes In Cairns As Keynote Speaker
Multi-Award Winning Journalist and TV Host Lisa Wilkinson AM to speak at Cannes in Cains, sponsored by Pinterest.
Mamamia Names Natalie Harvey As New CEO
Mamamia has today announces the appointment of Natalie Harvey as Chief Executive Officer.
‘The Media Has A Way To Go On Diversity’ – Diversity Council Leader Lisa Annese On Industry Diversity And Why Sunita Gloster Is An Important Addition To Their Board
Few are more qualified than a Gruen regular to knock adland and the media into shape on diversity.
Mike Shows Up At A Wake And Still Hasn’t Seen That Show, In Latest Instalment Of ‘I Saw It On Binge’, Via Thinkerbell
Why is it we pay for 19 SVOD accounts namely due to FOMO but then rarely bother to watch the shows anyway?
Flexiroam Partners With Specialist Agencies To Launch “Ready For Anything” Global Campaign
Do you return from overseas with Bali belly, a possible STI & a huge phone bill? FlexiRoam may help with the last one.
Samsung Unveils Power Of AI To ‘Upscale Every Moment’ With Neo QLED 8K
Got mates who brag about their 83-inch, 10K resolution, OLED screen TV? You're just as bored & baffled as all of us.
Media-Wize Wins AUSCERT PR Account
Media-Wize calls itself "a media training and technology and cyber security PR agency". Think nerds with better hair.
Snapchat Taps Gelato Messina In New Brand Campaign
B&T needs little tempting to scoff more Gelato Messina. Apart from having to go up a size.
Travel Insurer Trippi Draws Ire From The Brazilian Embassy Over Cheeky Brazilian Ad
There's a very fine line between "playful" and "utterly offensive". These ads are almost a dictionary definition of it.
Racing NSW Hits Tabcorp With Legal Action Over $6 Million Revenue Loss
Here's some horse racing news that thankfully doesn't require a silly hat or passing out in a nearby rose bush.
AI Tools Such As ChatGPT Leading To ‘Content Overwhelm’ Among Marketers
Study says tech leading to an avalanche of content for marketers. Not to mention having to read the instruction manuals.
Stake Appoints 72andSunny As It’s Creative Partner
72andSunny nabs Stake's creative. And by that we mean the investment platform, not the nemesis of all vampires.
61% Of Aussies Want Corporate Australia To Stay Away From Social & Political Issues Leo Burnett Study Finds
Do you love a study that appears to fly in the face of every study before it? Be mesmerised by these results from Leos.
Brendon Cook, OAM, Inducted into the OMA Hall of Fame
Other than Australia's typically pleasant weather, no one's done more for outdoor than the former oOH! boss.
New Campaign Highlighting Renewable Gas As A Crucial Component Of Energy Transition
It's hard not to make a renewable gas ad sound like a tedious Year 9 science lesson. So well done to the agency here.
Love Media Welcomes Alana Dowling As New Client Director
Seasoned media pro Alana Dowling joins the Love Media team. Clearly replacing someone who didn't love it
B&T 30 Under 30 – Where Are They Now? Until Recently, Prison!
A prestigious 30 Under 30 gong can get you headhunted, promoted or, in this instance, a two-year stint in the slammer.
“We Will Never Tell A Journalist What To Write” – Nine’s Aimie Rigas On How Data Is Shaping News
Data becoming the journalist's tool for more engaged content. Still not beating dodgy MAFS contestants or a Kardashian.
Beware The Bad Guy. Billie Eilish Fans Brace Themselves For Scammers
Thought getting Tay Tay tickets was an unimaginable nightmare? Read on as Billie Eilish promoters say hold my beer.
Twilio Names Chris Koehler As CMO
Chris Koehler named as Twilio's CMO. Which may prove a prickly tongue twister after a lengthy open bar tab.
ARN Announces Ad Sales Partnership With The Athletic
Can we slow the rotation of the sun? Because that's the only way we'll fit all these new podcasts into one day.
Burger Wars Continue As Hungry Jack’s Brings Back The Big Jack & Mega Jack
Hungry Jack's' Big Mac ripoff set to return after recent legal win. Still no one racing to clone the Filet-O-Fish.
Diverse Voices, Sustainable Choices: Natalie Dean-Weymark On Why Sustainability Is A Non-Negotiable
Here, Compass Studios' Natalie Dean-Weymark talks diversity in media. It's the human equivalent of the Family Assorted.
New Partnership Between The Sweetshop And The Gardening.Club
Thought you'd be getting tips on aphids & fungus gnats from this Gardening. Club news? Prove yourself totally wrong here.
‘A Very Rare Breed Of Creative’ – Clemenger BBDO hires Chief Creative Officer
B&T's chatting with Clems boss Dani Bassil on Adrián Flores CCO appointment. We never got to Italian or Thai herbs.
Concrete Playground Debuts Innovative Urban Exploration Platform With Lexus As Launch Partner
Concrete Playground announced the launch of its redesigned website in partnership with Lexus. This partnership introduces a new era of urban discovery, enabling a deeper, more intuitive engagement with cities through a state-of-the-art digital platform. Revolutionised Digital Experience Concrete Playground’s website has undergone a significant transformation, designed to enhance the way users interact with their […]