Page 27 - Adnews Magazine November-December 2021

Spurred by the research’s promising statistics, 5 Gum assembled an elite squad of Australia’s favourite Twitch streamers – affectionately dubbed Team Clutch – to promote 5 Gum to a captive fan community via a bespoke
live stream event.
Borrowing the influence of five up-and-coming Aussie players – /AussieAntics, /soleKEFS, /GeekGG, /PaladinAmber and /PlayitShady –
5 Gum was prominently featured across three live squad streams that saw the charismatic influencers battling one another in a series of challenges on the hit game Fortnite, while multitasking on delectable gum.
It was a blockbuster event that helped the campaign reach 4.8 million & generated over 481,000 minutes of attention.
According to the RPG study, compared to the general population, Twitch audiences are 4.2 times more receptive to new snacks when they are recommended by influencers, and almost 6 times more receptive to such advertisements in
the game/app.
Twitch & 5 Gum Results
5 Gum’s branded streams exceeded performance by a wide margin and topped the Australian charts.
#1 Most Viewed Stream
#1 Highest Reach
# 1 Total Minutes Watched*
The 481,000 minutes watched was equivalent to a year’s worth of brand engagement.
Leveraging a mix of influencer broadcasts, Twitch Premium video, Homepage Headliner and Display Ads, 5 Gum earned a 14% increase in gaming association; effectively turning a perchance buy of chewing gum into a must-have for gamers. Post-event, the brand tallied an increase of
over 9% in purchase intent.
One of the major appeals of Twitch is the thriving social space it provides, a stress-free haven during this pandemic. Viewers can watch their favourite streamers play, exchange emotes and chat with like-minded friends while snacking on snacks - the perfect combination.
Addressing the campaign’s novel success:
“Our strategy to live stream branded content fronted by influential streamers who embody the 5 Gum spirit played out flawlessly on Twitch. In terms of audience profile and consumption habits, 5 Gum shares a natural synergy with Twitch. We plan to continue fostering our long-term association with gaming and deepening the engagement with Twitch’s fanbase.”
Ben Hill, Mars Wrigley Australia’s Marketing Director
“Globally, the decline in footfall outdoors has accelerated the consumption of in-home experiences and given many marketers the impetus to pivot from out-of-home advertising to digital campaigns. As of last year, we have welcomed
over 50,000 partners who are excited to tap into the passion points of Twitch’s Gen Z and Millennial audiences.”
“The RPG data sets out a strong case that brand owners, in particular CPG snacks, stand to gain by harnessing the power of our Twitch community. They can replicate 5 Gum’s success by creating a bespoke live streaming experience, leverage the power of influencers, build rapport with a like- minded community, and make their message truly stick in Gen Zs’ minds.”
Ricky Chanana, Twitch AUNZ’s Head of Sales