HP’s partnership with Twitch is music to our ears

Twitch is more than just gaming, it’s a platform that’s dominating the streaming space when it comes to young creators and emerging musical artists. Now, brands are tapping into Twitch’s ever-growing music content viewership. One example of success in this space is HP’s partnership with Twitch on their There is Light campaign.

HP’s mission was to build awareness and drive brand favourability by positioning their brand as a supporter of artistic self-expression. The There is Light campaign came to life in the form of a 10-part concert series hosted on Twitch that showcased several popular indie and alternative musicians. Beyond the live shows, HP gave fans the chance to get to know the artists on a more intimate level by providing them with a glimpse into the artists’ lives, their working processes, and even exclusive behind-the-scenes content, all through the Twitch platform.

The campaign was bolstered with amplification in the form of in-stream graphics and high impact engaging display units and was measured using a brand lift study. The campaign delivered a total of 12.8 million minutes watched, 8.4 million impressions served and reached nearly 3.4 million viewers. In terms of results, the campaign achieved what it set out to do — it increased brand favourability by +14% and increased purchase intent by +13% among viewers who were exposed to the campaign.