When MARVEL SNAP prepared to launch its PC version, it didn’t just plan another game release—it orchestrated a Twitch-first influencer strategy built to break through the noise. With help from BENlabs, the campaign moved beyond flashy names, tapping into deeply engaged creators and communities to build real momentum.
But MARVEL SNAP was just one of several standout campaigns that proved how powerful Twitch can be when influencer marketing is done right.
Keep reading to discover how this campaign—and five others—used creators, content, and clever strategy to dominate the platform and drive real results.
- MARVEL SNAP: Community-Led Creator Strategy to Dominate Twitch Launch
- HDMI LA: Turning Specs Into Stream-Worthy Storylines With Twitch Integration
- Chobani Oatmilk: Gamified Charity + Roblox Streaming for Brand Immersion
- Fuze Tea: Creating a Branded Moment With “Pause-Point” Integrations on Twitch
- World of Warcraft: Reaching Beyond the Gamer Bubble With Cross-Niche Creators
- UFL by Strikerz: Using Competitive Creator Duels to Build Emotional Buy-In
- From Streams to Standouts: What These Campaigns Teach Us About Modern Influence
- Frequently Asked Questions
MARVEL SNAP: Community-Led Creator Strategy to Dominate Twitch Launch
Most influencer campaigns go straight for the big dogs — the mega-streamers with numbers that break Twitch charts. But what happens when you flip that logic, focus on audience mapping, and strategically activate creators from adjacent communities, not just your core fans?
That’s exactly what BENlabs did for MARVEL SNAP’s PC launch. The approach wasn’t just “pick relevant influencers” — it was: map out where untapped but aligned interest lies, then activate creators who already own those communities. Think: sports gamers with strategy-driven fanbases, mid-tier streamers with niche loyalty, and creators across five languages who could localize hype around the globe.
Instead of throwing budget at clout, BENlabs threw precision at potential — and it paid off big time.
The Case Study: MARVEL SNAP’s Transition from Mobile to PC
MARVEL SNAP was already a mobile hit, scooping up awards left and right. But going from mobile darling to Twitch-dominating PC launch? That’s an entirely new game — and a noisy one.
To stand out, BENlabs onboarded 220+ creators across North America and Europe. This wasn’t random — it was based on deep audience insights, identifying communities with the highest potential for engagement and conversion. They didn’t just stick to the strategy crowd — they pulled in sports gamers and other tangential fanbases that could become superfans once exposed.
Then came the Twitch Drops — in-game rewards given during streams to viewers, turning passive watchers into active players. It created a flywheel of retention and engagement.
To globalize the effort, they recruited 61 creators across five languages, ensuring no community felt like an afterthought. Meanwhile, the team used real-time performance tracking to optimize the campaign mid-stream — reallocating support to top-performing creators and adjusting underperforming content without skipping a beat.
Results & Analysis
- #1 on Twitch at launch — topping the charts within two hours.
- 11.5M+ views across Twitch, YouTube, and Twitter.
- 13K+ installs, with a 9.76% conversion rate from top 10 creators.
- 21.5% lower CPCCV and 11.8% lower CPV than previous campaigns.
The campaign’s success hinged on precision, not popularity. By targeting pockets of interest and community-based creators, the campaign felt organic — and the results showed it.
Key Takeaway:
Audience alignment beats follower count. Focus on creators who speak your audience’s language (literally and culturally), even if they aren't topping trending tabs. When your campaign feels like a conversation — not an ad — the conversions come naturally.
HDMI LA: Turning Specs Into Stream-Worthy Storylines With Twitch Integration
HDMI 2.1a isn't sexy. It’s not a new game, a flashy gadget, or a lifestyle product influencers can casually pose with. It’s… cable specs. But HDMI LA cracked the code: they turned a tech update into an entertainment asset by embedding product education into live-streamed Twitch content — in a way that felt like you were learning without realizing it.
This strategy focused on educational integration through creators who already had loyal, tech-savvy audiences. Instead of selling a feature, creators showed it in action — while gaming live.
Think of it as the TED Talk of HDMI… but make it Twitch.
The Case Study: HDMI 2.1a Spec Launch With 3 Top Streamers
To promote their 2.1a spec update — which brings wild perks like 4K120 refresh rates and 8K60 support — HDMI LA tapped into three Twitch streamers with serious clout and dedicated fanbases: IFrostbolt, Zkmushroom, and Tru3ta1ent.
Over the course of 24 live sessions, these creators gamed their hearts out on Dead by Daylight, Destiny 2, and more — while weaving HDMI 2.1a benefits directly into the experience. These weren’t ads. They were real-time product showcases disguised as Twitch hangs.
Even better? Viewers started engaging organically. Comments rolled in from fans flexing their own HDMI setups, talking refresh rates, and asking how to upgrade. HDMI LA didn’t have to ask for engagement — they earned it by making the content inherently useful and relatable.
The campaign also smartly ran in December, capturing holiday attention and tech shoppers upgrading their setups.
- 159K+ total hours watched across all streams
- 59K+ average unique viewers
- HDMI LA’s gaming site visits jumped from 139 in October to 827 in December (a nearly 500% increase)
- Tons of organic chat interactions and tech interest generated in real time
The lesson? If your product is technical, embed it in lived experience, not just ad copy. When you educate through entertainment, your audience learns, trusts — and acts.
Key Takeaway:
Use live content to demystify complex products. If your product solves a real-world problem, let streamers show (not tell) how it works in the wild. Bonus: the audience sees proof and personality — and you earn trust without ever interrupting gameplay.
Chobani Oatmilk: Gamified Charity + Roblox Streaming for Brand Immersion
What’s better than influencers talking about your brand? Influencers playing inside your brand.
For its oatmilk line, Chobani didn’t just run an influencer campaign. It built a branded Roblox game — complete with missions, races, and a charity goal. Then it enlisted popular Twitch streamers to lead fans through the galaxy in a branded adventure that felt more like fun than marketing.
This strategy blurred the line between branded content and playable experience — a move that resonates hard with Gen Z, who’d rather interact than scroll past.
The Case Study: “Oatmilk Cosmic Race” with Later & Twitch Creators
Chobani partnered with Later to create “Chobani® Oatmilk Cosmic Race,” a Roblox game where players delivered oatmilk to intergalactic planets. The twist? Every race counted toward a $75K donation to Hunger Free America — so fans weren’t just playing, they were giving back.
Creators like Punz, Natsumiii, and Sylveey live-streamed their gameplay, integrated oatmilk mentions into their stream (20–30 minutes of brand love per stream), and even posted on Twitter and Instagram to drive traffic.
Since this was Chobani’s first time diving into Twitch, Later handled every detail: sourcing the right creators (with Twitch, Roblox, and Instagram presence), managing approvals, handling payments, and making sure the streamers stuck to brand tone without being overly scripted.
Despite tight timelines and picky platform logistics, the campaign delivered more than just buzz — it built real connections.
Results & Analysis
- 80K Twitch stream views (benchmark: 19K–35K)
- 16.7K+ unique chat messages — mostly positive, excited, and brand-aware
- 7M social impressions and 101.3K+ total engagements
- A boosted post campaign extended reach to 15M impressions and 39.5K clicks
- Most importantly: the charity goal was hit — thanks to player participation
This campaign succeeded because it made oatmilk fun. It gave fans a reason to engage beyond “buy this,” and let creators bring the brand to life inside a playful, cooperative, values-driven experience.
Key Takeaway:
Think beyond sponsored posts — create experiences. Interactive content + creator storytelling can transform a product into a memory. Especially with younger audiences, gamification and mission-driven marketing aren’t add-ons — they’re expectations.
Fuze Tea: Creating a Branded Moment With “Pause-Point” Integrations on Twitch
Let’s be honest: most livestream brand mentions are a blink-and-you-miss-it moment. A quick shoutout, a sip of a sponsored drink, and boom — back to the grind. But Fuze Tea took a bolder approach by inserting itself into the rhythm of streaming itself.
Their genius move? Branded pause segments. Instead of forcing their name into fast-paced gameplay, Fuze Tea created a specific, recognizable “pause” moment during streams — a natural break in action when creators stepped away, relaxed, and prompted viewers to do the same. A literal sip break with branded storytelling baked in.
This strategy didn’t feel like an interruption — it became part of the experience. A campaign built around mindfulness and refreshment? On Twitch? Unheard of… until it worked.
The Case Study: Fuze Tea x Upfluence Campaign
Fuze Tea teamed up with Upfluence to run a fully managed Twitch campaign that prioritized real moments of connection. The goal was simple: build awareness among a younger gaming audience and establish Fuze Tea as the drink of choice for relaxed, feel-good gaming sessions.
Six influencers across gaming and lifestyle niches were selected to host recurring live streams — not one-offs, but a series, designed to foster familiarity and routine. During each stream, they incorporated a branded “Fuze Tea pause” — a deliberate moment where gameplay stopped and conversation flowed, often with the influencer grabbing a Fuze Tea and chatting with their audience.
Meanwhile, a cross-platform strategy brought the action to Instagram as well, where creators extended the messaging with feed posts and stories, merging Twitch’s live energy with Instagram’s aesthetic appeal.
And while lifestyle creators brought laid-back vibes, the gaming streamers delivered serious engagement. In fact, despite posting less frequently, they drove 83% higher interaction rates, thanks to their highly loyal and selective audiences.
Results & Analysis
- 47K unique viewers on Twitch
- 13K viewers engaged directly with the “Fuze Tea pause” — making it one of the highest-viewed segments of the stream
- 1.5K+ average concurrent viewers
- 520M estimated reach across social, including 1M+ community size on Instagram
- 94K+ interactions and 630K+ impressions
- The synergy between Twitch and Instagram led to a 47% increase in impressions
By integrating a branded experience rather than a forced mention, Fuze Tea created a signature, repeatable format that both influencers and fans could look forward to — and remember.
Key Takeaway:
Don’t just sponsor content — design your own space within it. A branded segment (like a pause, moment, challenge, or ritual) gives your product a purpose in the content. It’s not just seen; it becomes part of the experience — and that’s where brand recall sticks.
World of Warcraft: Reaching Beyond the Gamer Bubble With Cross-Niche Creators
Gaming influencer marketing campaigns often suffer from a major marketing blind spot: talking only to gamers who are already playing. World of Warcraft knew that to promote its new “War Within” expansion, it had to break out of that feedback loop — and go where lapsed and potential gamers live.
The solution? A cross-niche creator strategy that connected with creators outside the traditional gaming vertical. From STEM and cosplay to art and music, these creators brought WoW to life in new ways — and introduced it to new audiences.
Rather than getting creators to force gameplay into their content, WoW let each influencer tell the campaign’s story through their own lens. That kind of trust and freedom turned sponsored content into scroll-stopping creativity.
The Case Study: “The War Within” Campaign in the UK & Nordics
To raise awareness and spark purchase intent for The War Within, WoW and their agency GOAT leaned on Ibex, their data tool, to uncover creators in adjacent categories who had crossover appeal with gamers.
They landed on 10 creators from diverse worlds:
- @MissMikkaa and @Strippin (Twitch streamers)
- @Nerdforge (art/DIY)
- @JamesBruton (STEM + toy design)
- Plus others in cosplay, music, and YouTube Shorts
The campaign played out in three phases:
- Tease & Temptation: A narrative hook featuring Xal’atath, a villain from WoW lore, “tempting” creators to join her side — a clever twist on influencer temptation in a fantasy setting.
- Native Content Integration: Each creator incorporated The War Within into their usual content format — like Nerdforge painting two opposing scenes on one canvas, or a creator crafting an electronic “Dark Heart” from WoW’s mythology.
- Collector’s Edition Giveaway: Creators led custom giveaways to reward fans and build hype, fueling additional social shares and excitement.
Results & Analysis
- 631K total engagements
- 90% positive sentiment — with viewer comments like “This is how advertising should be done”
- Award Nominations: Finalist at The Shorty Awards and The Drum Awards for Marketing EMEA
The results showed that quality storytelling trumps traditional reach. By allowing creators to stay true to their voice, the campaign avoided inauthenticity and reached fans who might’ve never clicked on a traditional gaming ad.
Key Takeaway:
If you want to grow your audience, leave your niche. Partner with creators in adjacent categories who can tell your story in ways your core community can’t. The more native the content feels to them, the more authentic and persuasive it’ll be to their followers.
UFL by Strikerz: Using Competitive Creator Duels to Build Emotional Buy-In
Let’s face it — launching a new football game into a FIFA-dominated market is like trying to nutmeg Messi on your first day in cleats. You can’t just show gameplay — you have to build emotional momentum. Strikerz nailed this by turning gameplay into competitive creator showdowns — a strategy that wrapped the product in drama, tension, and audience investment.
Instead of static, solo streams, they designed 1v1 influencer duels, best-of-three face-offs that weren’t just fun — they felt personal. It wasn’t about watching someone play a game. It was about choosing sides, celebrating wins, and feeling the loss when your favorite creator missed that final shot.
That’s not influencer marketing. That’s sports entertainment — livestream-style.
The Case Study: “We Play for Glory” Launch Campaign for UFL
To announce the launch of UFL, a new football sim game, Strikerz focused on turning viewers into fans from day one.
The idea? A rallying cry — “We Play for Glory” — that invited streamers and their fans to showcase why they love the game. They built the campaign around emotionally charged best-of-three matches between popular Twitch and YouTube creators.
Each duel came with stakes — not just scoreboard bragging rights, but emotional reactions, bold claims, comeback narratives… the kind of storytelling that keeps fans glued to the screen.
The campaign spanned France, Italy, and Spain, featuring streamers across gaming, football, and entertainment niches — all targeting the 25–45 male demographic.
The beauty? It wasn’t scripted. Real gameplay. Real tension. Real emotion.
Results & Analysis
- 3 million players joined within the first month of launch
- 24% higher audience retention for duel streams vs solo ones
- 35% lower CPCCV (Cost Per Completed View) on duels than traditional streams
- One creator peaked at 11.5K+ concurrent viewers, 50% higher than their usual stream stats
The duels didn’t just drive installs — they built hype. By making streamers the stars of the story, UFL wasn’t just another game on Twitch… it was a battleground.
Key Takeaway:
Don’t just showcase your product — give it stakes. High-energy formats like creator vs. creator duels or competitions turn passive viewers into emotionally invested fans. When your game becomes their game, you’re winning the attention war.
From Streams to Standouts: What These Campaigns Teach Us About Modern Influence
Influencer marketing is no longer about product placement — it’s about story placement. The campaigns we explored didn’t just tap into audiences; they tapped into emotion, identity, and community.
From Fuze Tea’s “pause-worthy” moment marketing to UFL’s emotionally charged streamer duels, the common thread is clear: creativity beats convention. Whether you’re gamifying a charity, turning tech specs into entertainment, or rallying creators from outside your niche, the most successful brands are those that build experiences, not just ads.
These strategies work because they meet audiences where they are — not just on platforms, but in mindset. So if you’re planning your next campaign, ask yourself: Is this interrupting the scroll, or becoming part of the story? That’s the new influencer metric that matters.
Because in today’s crowded digital world, attention isn’t bought — it’s earned through resonance.
Frequently Asked Questions
What makes Twitch influencer marketing different from other platforms like YouTube or TikTok?
Twitch stands out because of its live, long-form format and real-time chat engagement, making campaigns more immersive and community-driven than typical pre-recorded content seen on platforms like YouTube or TikTok. Many brands now use dedicated Twitch influencer marketing platforms to navigate this unique creator ecosystem.
How can brands ensure they’re picking the right gaming influencers for a campaign?
Successful brand-influencer partnerships often hinge on audience alignment, not just follower count. Tools offered by gaming influencer marketing platforms can help brands analyze engagement rates, content fit, and viewer demographics before launching a campaign.
What tools do top Twitch streamers use to enhance their performance during brand campaigns?
Creators rely heavily on professional-grade gear, real-time analytics, and automation tools. Many of the essential tools for the serious Twitch streamer directly impact campaign quality and viewer retention during influencer activations.
How do Twitch influencers typically earn money from branded campaigns?
In addition to brand deals, Twitch creators monetize via ads, subs, and bits. To estimate the ROI of a partnership, brands and creators often refer to tools like the Twitch money calculator, which breaks down potential earnings based on various income streams.
Do Twitch Affiliates qualify to participate in influencer campaigns?
Absolutely—many brands target mid-tier creators, and being a Twitch Affiliate often signals that a streamer has a growing, engaged audience. These creators can be especially effective for niche or community-driven marketing campaigns.
What advertising formats are most effective when combined with influencer content on Twitch?
New ad types like Twitch’s Trials ad format blend native gameplay with performance metrics, offering a more organic feel when paired with influencer content and helping brands better measure campaign effectiveness.
Are there any restrictions or rules brands need to follow when running campaigns on Twitch?
Yes, Twitch has clear guidelines around disclosures, ad content, and sponsored streams. It’s crucial to stay within Twitch ad rules to ensure both brand and creator avoid penalties or visibility issues.
How can brands help streamers attract more viewers during a campaign?
Activating exclusive drops, co-streaming, or promoting streamers across channels are great ways to boost visibility. Many strategies align with those used to get more viewers on Twitch, and these tactics can significantly amplify a campaign’s reach.
