Piada Italian Street Food
The Project
To harness the potential of Twitch streaming, Inspire PR Group partnered with Columbus-based Twitch influencer Gillian Long (Eiya) to showcase Piada Italian Street Food's Stickscription. This collaboration involved providing Eiya with her favorite Piada order and Piada sticks, creating a personalized and engaging experience for her audience.
The campaign strategy was meticulously designed to align with the preferences and interests of the identified audience – men aged 18-35. Understanding that this demographic values authenticity and engaging content, the collaboration with Eiya aimed to create a personalized and relatable experience. Before the live stream, thorough research was conducted to identify Eiya's favorite Piada order, ensuring the content resonated authentically with both Eiya's brand and the Piada brand.
Eiya showcased Piada's Stickscription on her Twitch livestream, sharing her genuine experience with the brand. This live taste test and behind-the-scenes moments created an immersive viewer experience and fostered a community environment by encouraging viewers to chat about Piada during the live stream. This utilized real-time engagement to address audience questions and comments, creating a two-way conversation.
The Results
The live chat became a vibrant space for consumers to discuss Piada, fostering positive conversations around the brand. Viewers expressed interest in Piada's Stickscription and shared their own experiences with the brand, contributing to a positive brand image.
The streaming session lasted for a total of 6 hours and 21 minutes, with a live viewership of 2,801 individuals and 1,844 unique viewers engaging with the content. These metrics provide insights into the extent and diversity of the audience's participation during the streaming event.
The Twitch stream generated curiosity about Piada, reaching a diverse audience through Eiya's platform. This increased brand visibility among Twitch users who might not have been familiar with Piada.
The campaign resulted in heightened brand awareness, with mentions and discussions about Piada extending beyond the live stream. Piada's Stickscription Twitch activation with Eiya successfully blended authentic content creation, personalized experiences and community engagement. The campaign not only met its objectives but also surpassed expectations, leaving a lasting impact on both Twitch audiences and the broader online community.