IMC

1. IMC CAMPAIGN
Photo by Christoph Oberschneider

2. Photo by Yzerg

3. Table of Contents
Twitch…………………............................................................................................1
IMC…………………................................................................................................2
Table of Contents……………………………………………………………………….……………....3
Executive Summary…………………………………………………………………………………....4
Backgrounder…………………………………………………………………….…..…….…...5
SWOT Analysis……………………………………………………………………………….…..7
Target Consumer Definition……………………………………………………………………...13
Customer Profile……………………………………………………………………...................14
Marketing Campaign Objectives and Strategies…………….....15
Points-of-Parity …………………..................................................................16
Creative Brief ……………………………………………………………………………………17
Conclusion ………………………………………………………………….………………..……22

4. Twitch, as of March 2017, has roughly 260,000 active streamers
with a growing number of five to fifteen thousand more streamers
each month. We plan to increase the numbers via numerous
campaigns aimed with certain demographics in mind, such as
increasing the number of partnerships with streamers. With the
research, our partners are coming up on the company, but with
the plans in place we can and will triumph with an increase in
memberships.
With the idea of social media marketing and email listings, this will
bring about the increase in numbers that we are aiming for. Using
proper hashtags and video ads across Twitter and Facebook we
could bring around a large number of the younger audience. With
that in mind, a younger viewing audience could then evolve into
new streamers, to which can bring about new partners.
Photo by Fritz Kellman
Executive Summary
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5. Campaign Background & Research
Twitch was founded in 2011 as a
spinoff of the live streaming startup,
Justin.tv. In 2014 Twitch was acquired
by Amazon for nearly a billion in cash.
It’s not hard to see why Amazon
wanted to pick up the streaming
service – it was one of the only
successful social media platforms not
part of Facebook, Google, or Twitter.
As of January 2020 the average visitor
spends nearly two hours a day
watching Twitch livestreams. Twitch
also boasts over 17.6 Million Daily
Active Users and more than 116.3
million unique visitors a month –
resulting in an estimated 773 Million
monthly live hours watched.
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6. The fundamentals of Twitch are not
drastically different from YouTube.
There’s a homepage, channels, the
ability to search for channels and
content categories, and you can
subscribe to your favorite channels.
Where Twitch really differs from most
social networks is in the role of chat.
Chat (or comments if we were to use
the equivalent for most sites) is a huge
part of the Twitch ecosystem and
elevated to the same level as streams
themselves.
Viewers engage with streamers (and
streamers can engage back) far more
than most social networks. The two
work together as a continuous loop
with participants commenting and
engaging with the streamer and
streamer engaging and commenting
back based on the comments and
engagement within the chat box.
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7. SWOT Analysis

8. Strengths:
Twitch is still the leader in video game streaming services
as well as now taking charge of live
hosting for events. After the acquisition by Amazon.com,
it offers Twitch to do more with their
services than before. Already we are expanding by
growing the channel of Twitch Creative
to grow past just streaming video games.
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9. Weaknesses:
Even with their Code of Conduct,
Twitch still has to keep a hard eye on
different streamers to
make sure that certain laws are not
being broken. The laws in questions
being in regards to
how they are represented through the
DMCA so they do not come under fire,
as well as to
make sure Non-Disclosure Agreements
are not being broken through
streaming closed alpha
and beta test sessions. With continued
growth will mean expansion. Currently
over 1,500
employees and steadily growing,
headquarters expansion will be
something that can be a
future issue.
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10. Opportunities :
Keeping up with new ventures and partnerships. With the partnership with
the White House late last year, they were able to show different
tournaments while pushing for young adults to sign up for health insurance.
Seeing that Twitch is available to work with partners can be a major benefit
in the long run. With the expansion of live hosting, one continued
conversation with consumers is the use of multiple “official” channels.
Twitch.tv. Streamers can host to which it’s a channel being broadcast
through another person’s channel, but that usually leads to the secondary
being run at a slower rate which makes it more difficult to watch. Having
multiple official channels where consumer can watch from a 1st party would
be a bigger benefit.
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11. Threats:
Though Twitch has the hold of the number one spot
above YouTube for live streamers, YouTube is coming up
close with those who have already made a living creating
videos through there service. Also, YouTube has a bit
more brand recognition that some may flock too, even
though Twitch has Amazon, many do not want to have to
go through one party to be able to get some of the
services that can be done in one place that YouTube has
to offer. There have been situations known to where the
audience of a streamer likes to play a prank on a streamer
that goes too far. Somehow audience members are able
to discover where a streamer is hosting from, whether it
be at their house or if they stream from a different
location. Some cases go too far to where a streamer is
“swatted”, a situation where a SWAT team shows up to
the streams location on a false call of violence, terrorism,
etc. This is something that obviously cannot be stopped
due to it being claimed as an emergency, but with the
growth of Twitch, will bring on the growth of these
individuals who think that these pranks are harmless.
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13. MARKETING AUDIENCE
Target Audience/Potential Market (Week 2)
Millennials groups them as those born between 1982 –
1995. If we use broader definitions, Millennials can be
any age between 13 and 41 years old, and that range
can cover a lot of different life-stages. Millennials make
up the most diverse generation yet, making them
accepting of others. According to their psychographics,
they are impatient and will usually take the easier
alternative. This generation is full of creatives and multi-
taskers.
Twitch’s main carrier they are the ones in the now with
what is hot or in trend to what is going on. They have
access to money either with a job or parents with
money. These are the people that’s in the influence to
others by seeming to be trustworthy.
Twitch is a game changer for letting millennials
influence at scale. Twitch’s chat room, helps the content
creator/streamer overcome the influence at scale issue,
to a degree. So if you’re vetting influencers to use in
your marketing campaign, one of the key factors to look
at is the platforms they use, and each platforms ability
to help the influencer achieve one-to-one interactions
with its network.
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14. Photo by Lois Lee
Customer Profile
Let me introduce you to Kid, the ideal customer for
Twitch. He is a single 25-year old young man with a
Bachelor Degree in Business Administration from
Full Sail University, a recognized
institution. After college, he lived for a while with
his parents in the projects, but soon after, he
secured a job downtown and relocated to the metro
area of Atlanta, GA to be closer to work. He currently
makes $67,000 a year and lives alone in an apartment
complex in the city. He plans to purchase a home in the
future, but for now, he is happy to be living in a “hip”
place and making new friends whom he often
communicates through text and social media.
Kid was born in Atlanta, GA; his parents was raised in
the deep south Atlanta with his seven older brother and
sisters. His parents maintain the deep south culture in
their home, and his mother prepares meals from scratch
and cooks old family recipes when they find the
ingredients.
Kid has a close relationship with his family and respects
tradition and considers his parents his best friends.
Although he does not consider himself as good of a
cook like his mother, he remembers he enjoyed helping
his mother in the kitchen when he was a young boy.
Because his life was busy with school extra-curricular
activities and friends, he never became interested in
cooking. Because of his close relationship with her
family, he is family guy and loves when his family
comes to visit. It is important for him to prove to them
that he is making it on his own. However, even as he
misses his mother’s cooking, he feels he lacks the
ability to cook like her.
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15. Marketing Goal, Objectives and
Strategies
“
Photo by Dari Extension
Rewards (bragging rights) Our new Drops campaigns are a new and fun way to get in-
game loot by watching your favorite channels on Twitch! If the channel is participating
in a new Drops system campaign, you will see a message at the top of chat about the
Drop campaign and how to earn rewards.
Mission-based Drops are unlocked when the streamer achieves a specific milestone in
the game. If the game developer has activated Mission-based Drops, you need to link
your Twitch account with your game account to be eligible to participate. Once a
Drops mission is accomplished by the streamer you will have the opportunity to claim
and receive in-game rewards. Drops missions are customized by the game developer,
so every Drops program will be a little different, depending on the game. The
developer will decide what the item is, how frequently the Drops occur, what action
unlocks the Drop, and how many channels they are available on.
This is an overall goal. See attached example for Home Depot and other companies
below. State the single goal that you hope to achieve. This goal should be in line with
your company’s values.
2.
1.Obtain 10% more Gen X customers by December 2022
• Advertise discounted plan for Twitch
• Tell the Twitch in the form of short video clips on Facebook and TikTok
• Create advertising that is direct about Twitch’s Key Benefits
• Create & Provide link to benefits page of the streamers with detailed videos
2.about each game they want to know about.
3.Increase Gen X Social Media Participation by 20% By December 2022
1. Create video tutorials for Gen Xers teaching how to stream videos and
image content with Twitch.
2. Spotlight a new athlete or famous person feature daily.
3. Partnering with Social Media Influencers or Twitch members.
3.
Do a contest or vote on anything to check out overall stats and growth over a length of
time. Average concurrent viewers and followers per month for the past year.
Monitor and analyze the user’s stream, any game or any other streamer.
See your overall stats and growth over a length of time.
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16. Rational Emotional
Using It Yourself
Flexible Branding Options
Deeply Social
Private Contracts with Streamers
Massive Millennial Engagement
Worldwide Market
Constant Growth
It’s Live
Massive Millennial Engagement
Worldwide Market
Constant Growth
It’s Live
Using It Yourself
Flexible Branding Options
Deeply Social
Private Contracts with Streamers
Creative Strategy Statement: Togetherness, belonging,
innovation, creativity is all apart of Twitch.
Tagline
“You’re already one of us”
Rejected:
• “However small your niche, there’s likely a
community on Twitch ready to be marketed to “
• “Twitch is home to thousands of live streamers”
• “Blink, and you miss it”
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17. What are we advertising?
Twitch premium video ads allow brands to incorporate advertisements into live broadcasts across
desktop, mobile, tablet, and connected TV devices. Video ads on Twitch are unskippable and
always above the fold.
Whom are we talking to?
Millennial 65% of Twitch users are male, with the remaining 35% made up of female viewers. This
is less of a gender mismatch than back in 2017, the last point at which Twitch released official
figures. At that time, 81.5% of users were male.
What do they currently think?
Twitch's primary audience is still the gaming community. So, it's obvious that gaming brands are
rushing to showcase their products on Twitch. You'll find nearly all major gaming brands on
Twitch.
What would we like them to think?
It is a fun, social way to watch people play games. Through the Twitch app and online at Twitch.tv,
gamers who broadcast their matches known as streamers play their favorite titles while providing
running commentary on the action.
What is the single most persuasive idea we can convey?
Viewers might seek recognition from streamers with a high number of viewers through donations
and / or subscriptions. This type of behavior shows a different aspect of supporting a streamer.
Why should they believe it?
Streamers involved in controversial events might be subject for negative attitudes among viewers.
Twitter disapproves of all negative things on its domain and pays attention to its fans and delivers
an authentic game that allows them to recreate their favorite parts of the game.
Are there any creative guidelines?
Creative may not imply endorsement from Twitch and content must comply with Twitch's
Community Guidelines. Creative must not include animation features or other interactive
elements to distract or deceive the viewer, including but not limited to: flashing, blinking, or
pulsating objects, images, or text.
Creative Brief
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18. Promotional Mix/Communication Channels
TWITCH THE PROMOTIONAL MIX
Campaigns Channels
Broadcast Television
o Budget: Around $150,000 (year)
▪ A TV ad is a 15 to 60-second video that’s aired during television show
breaks to market a business’ products or services or to build brand
awareness. Businesses pay $9 to $60 per 1,000 viewers for a local TV ad
and an average of $135,000 for national 30-second ad airings.
o Communication Strength: This is today more used way to advertise
any type of product of services. However, this is one of the costliest of
the advertising that is in there but is one of the most effective and a lot
of people will see this promotion ads, and it will the best to use this
type of ads to get more clients.
o Appeal: Twitch's primary audience is still the gaming community. So,
it's obvious that gaming brands are rushing to showcase their products
on Twitch. You'll find nearly all major gaming brands on Twitch and the
franchise would like to appeal to the younger families, mostly the
Millennials families. Using this type of advertising will help to get this
families to the stores.
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19. o Budget: Around $60,000 (year)
▪ On average, companies pay $0.20 to $2 per click,
$6.70 per 1000 impressions, and $0.01 to $0.05 per
engagement for Instagram ads. Ads charged for clicks,
likes, video views or post engagement need a daily
minimum budget of at least $5 a day. The daily
minimum budget for low-frequency events, such as
offer claims or app installs, need to be at least $40 a
day.
o Communication Strength: The most viewing way to
make a promotion, this will be the most effective way
make a commercial and bring more people to the
business. This will help ensure the target audience
sees the ad.
o Appeal: The best way to communicate with the
Millennials and the younger generations. This will be
best way to also give the clients the best information
about the products and services of Twitch. Also,
because Twitch has a partnership with Amazon, it will
be easy to promote it with them.
Billboards
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20. o Budget: $35,000
▪ The cost of billboard advertising depends on format,
circulation, demographics, and impressions. Physical billboard
costs average $750 per month in Atlanta, Georgia OOH Media,
$4,500-$8,000 in small to midsize cities, and $22,000 and up in
larger markets. Digital billboards can cost over $15,000,
depending on the digital location.
o Communication Strength: The is the cheapest of the three
options and the most center to the costumers. You see this out
in public.
o Appeal: This is the best way to make a message to a specific
costumer, and closer to the most store-costumer advertising
because is the best way people can know where the business is
about and the specific product that store has.
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Social Media Advertising (Instagram)

21. Creative Execution
Note: This is the
"Creative Piece"
6”H X 12”W
6”
12”
https://www.twitch.tv
You’re already one of us
You’re already one of us
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22. Through the different medias, we
integrate many forms in order to attain
our goals. Majority of the patterns
through Facebook advertising with
short videos and ad postings along with
similar postings in Twitter, these should
bring in the younger audience as
mentioned. The email and postings to
Twitter and Facebook to upgrade the
Prime contacts would be the best bouts
in order to attain paid memberships.
We believe that being able to synch
Amazon Prime to ones Twitch accounts
is the major push for those that have
that available as, after the acquisition
from Amazon, makes it very easy and
very manageable to hold a prime
account. Finally, with the partner push
by utilizing Twitch messaging and
emails, this is the campaign that is
more difficult as previously mentioned.
Integrated Marketing Communications
Conclusion
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23. Reference List Page
https://www.google.com/url?sa=t&rct=j&q=&esrc=s&s
ource=web&cd=&cad=rja&uact=8&ved=
2ahUKEwid8OX9oMj2AhV0mGoFHQeLDeYQFnoECBcQ
Aw&url=https%3A%2F%2Fwww.playinno
vation.com.au%2Fblog%2Fmarket-segmentation-the-
millennial-
mishap&usg=AOvVaw12QfvpccrY8ym1feEJWaML
https://greenbuzzagency.com/marketing-
psychographics-talking-about-my-generation/
https://behindsport.com/twitch-and-the-untapped-
gen-z-potential/
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