When you come in as a challenger, you have to have the right insights. We did extensive market and audience research to identify what exactly it is that the ever-coveted Gen Z audience cares about. We unlocked many different insights, but the most consistent theme was the value of positivity and authenticity. Knowing that our message would fall flat if it were anything other than real, we developed a campaign that would resonate with Gen Z on their own terms, on their own platforms.

Based on our strategic insights, we knew that a message that came from Mixer’s users would mean more than anything else. We kicked off the campaign with an anthem film full of the inside-gaming references and the Mixer streamers our audience loves. We used our partner streamers as microinfluencers, having them share and highlight their involvement in the campaign to their highly loyal audience. We also developed a series of additional films that helped introduce Mixer’s features to a new audience, proving why streaming really is better this way.

Mixer’s fan base is highly loyal and highly informed. Rather than use social to reinform people of the stuff they already knew, we created content that was stylized, fun, shareable, and authentic.

Fans gobbled it up. Mixer’s channels became an extension of the brand itself—a safe and entertaining place where fans could interact with the games, streamers, and friends they love.