The Objective
Finding Success on Twitch
Chobani is a next-generation food and beverage company, known for both dairy and non-dairy products. After creating a custom Roblox game for its new oat milk campaign, Chobani wanted to promote it with an influencer marketing initiative targeting gamers.
Alongside Twitter and Instagram, game streaming Twitch was a natural fit into Chobani’s campaign strategy.
Chobani’s campaign had three goals:
- Promote and encourage fans to play its Chobani® Oatmilk Cosmic Race on Roblox.
- Tie its influencer marketing campaign into its overarching “Oatmilk Everywhere” campaign.
- Drive donations for the non-profit organization Hunger Free America.
With limited access to Twitch streamers and Twitch platform knowledge, Chobani needed a collaborator to access both.
The Solution
Streaming Chobani’s Game on Twitch
The Chobani® Oatmilk Cosmic Race, a solo or team racing game, offers an interactive way to increase awareness of Chobani’s line of oatmilk products among its target audience: the New Age Flexitarian. This group of younger Millennials or older Gen Zers, more likely to be spending time on the internet or gaming, are currently using or would use both dairy and non-dairy milk options.
The streaming strategy
To increase awareness of their oatmilk within the stream, Chobani wanted Twitch streamers to perform a live demonstration of their custom game while incorporating subtle oatmilk mentions; the brand encouraged creators to mention Chobani® Oatmilk midstream and incorporate 20-30 minutes of integrated advertising.
The collaboration involved each creator starting their stream, and then entering the world of the Chobani® Oatmilk Cosmic Race. The streamer would team up with both their fans and other gamers to race through the galaxy and deliver Chobani® Oatmilk to as many planets as they can as quickly as they can. Additionally, the game was designed to ensure every play got Chobani one step closer to their donation goal of $75K for Hunger Free America, measured by a charity meter located in the game’s lobby.
The ideal Twitch streamer
The ideal streaming partner would be someone with at least one million Twitch followers and a comparable fanbase on Twitter and Instagram. This ideal requirement dictated that the influencer partner would most likely stream full-time and rely on this channel and accompanying work for income. Outside of these criteria, streamers had to be at least 18 years old, based in the United States and had to have a history of content that excluded any competitor sponsorships in the last three months.
Finally, all streamers had to be experienced Roblox players. Chobani knew it would be a challenge to find these particular streamers since they needed to be authentic to the Roblox platform, but they knew that Later’s wealth of experience sourcing creators would help in this specific effort.
Later’s team of experts took the lead in each step of the process — from strategic development to streamer sourcing, to creative brief development, communication, payment, and much more. Chobani’s team was also highly active and took ownership of finalizing the streamer cohort, reviewing each Twitch stream script, and approving drafts from Instagram and Twitter posts.
Planning & executing the campaign
Since this was the first time they had used Twitch for a branded partnership with creators, Chobani and Later took time to carefully review each campaign detail to anticipate any potential snags and mitigate them beforehand.
It was important for Chobani to be comfortable with each streamer’s day-of plans, so the teams required creators to submit their scripts pre-stream for review. They also provided checklists to creators and incorporated monitors of each stream to help with in-the-moment troubleshooting.
The game had a strict launch schedule, meaning that streamer content was on a tight timeline — one that the Later team handled with efficiency and diligence. The specialized parameters of Chobani’s creator requirements resulted in sourcing delays. However, we took the challenge in stride and were able to successfully find a small group that Chobani was eager to work with.
Each creator agreed to produce a live stream showcasing their Chobani® Oatmilk Cosmic Race gameplay on Twitch — plus 20-30 minutes of Chobani® Oatmilk promotion throughout the stream — and a highlight video of their stream posted to Twitch. Outside of Twitch, creators were encouraged to craft two to four posts on Twitter and Instagram to extend their streams’ reach and drum up excitement.
The Results
Impressive results on (and off) Twitch
7M
Total Impressions
101.3K
Total Engagements
80K
Twitch Stream Views
16.7K
Unique Chat Messages
Chobani and Later worked closely together to achieve a successful campaign that drove 80K Twitch stream views, exceeding our benchmarks of 19K-35K stream views per campaign. Creators also received a combined 16.7K chat messages, which were overwhelmingly positive.
Each streamer’s non-Twitch content fueled impressive results as well. With 11 posts across Instagram and Twitter, streamers’ content generated over 7 million impressions and 101.3K engagements.
Later also activated a paid media component on Instagram to extend the reach of the influencer-generated content from this campaign. Three boosted posts garnered a total of 15M impressions, 98.3K engagements, and 39.5K clicks. Additionally, each streamer’s efforts helped Chobani achieve its charitable donation goals.
This influencer marketing campaign was full of creativity from streamers and their excitement showed through their content. Chobani’s unique online game was an unforgettable tie-in to their larger campaign and will be remembered for years to come.