Twitch Social

We took on Twitch in March 2020… just like every amateur DJ in the world. For the next five years, I worked hands-on and behind the scenes of the Social AOR.

Here are some highlights:

Our first major moment with Twitch, and their first remote event. I created a content ecosystem full of ‘feed hacks’ to bring the event’s theme to social.

GlitchCon

TwitchTok

I wrote a strategy to get Twitch on TikTok, and our Creative Director pitched a minute-long video for the launch. I told him it’d never work.

But an anti-ad was exactly what Twitch fans needed. We got 60K followers in four weeks, then won a Shorty award. I ate my words happily.

808 Fest

Twitch spent years negotiating licensing agreements so all those DJs from 2020 could stream without copyright infringement.

We built a social strategy and launch campaign to get more DJs on Twitch. We earned 186M impressions and converted 50% of our annual goal in just 24 hours.

Grass Lord

It all started with an inside joke: streamers need to touch grass. We brought them grass at TwitchCon in 2023 — that became Twitch’s top-performing TikTok. A content ecosystem grew organically over the next two years, eventually leading to the launch of the epic Grass Lord.