As a world-leading streaming platform, Twitch is built on its diverse community of streamers and viewers. Communities on Twitch are built around shared passions, experiences and individuality. The platform’s commitment to celebrating diversity and the individuality of creators led to a natural decision to honour the LGBTQIA+ community during Pride Month.
Powering authentic community representation
We developed a month-long campaign featuring 10 “hero creators” from within the community, showing what makes them each special. We focused on also reaching the wider community through sharing video games with queer-friendly themes or LGBTQIA+ creators, as well as highlighting creator fundraisers for related charities.
Amplifying individuals to celebrate the wider community
Our Pride Month Twitch strategy authentically showcased leading and micro creators, ensuring genuine community representation with comprehensive creative assets. We focused on the most important part of the LGBTQIA+ and Twitch communities – the people who are a part of them – to create a uniquely Twitch celebration of Pride.
The campaign incorporated interactive elements such as polls, creator highlights, stream schedules, and community features. This approach drove traffic to the Twitch homepage and the channels of the 10 hero creators. The broader LGBTQIA+ community on Twitch also participated through shareable creator assets on social media and a freeform streaming tag.
Our design approach aimed to celebrate the individuality of streamers by creating a toolkit featuring different pride flag colours. This allowed streamers to express their pride in their unique way, emphasising the idea of “glitter and glory” as a convergence of gaming and pride celebrations.
Creating genuine moments through positive engagement
Together, the campaign resulted in a positive and engaging celebration of the LGBTQIA+ community on Twitch ANZ, with organic engagement across social media and Twitch.
The Twitch ANZ Pride Month ‘23 campaign boasted a wide-spanning reach to over 1.55m users on Twitter. Overall, there were 162,628 unique organic impressions. The community interaction was strong, with an increase of +115% year-on-year in active engagements such as liking, commenting and resharing.
In addition to our 10 featured “hero” creators, we had over 40 creators participate organically during Pride Month. Twitch streamers and viewers joined the celebration of the LGBTQIA+ community with genuine support. The month-long campaign finished on a high-note, having generated a 22% increase in positive sentiment year-on-year.
General Manager of Creative & Content AU