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Date: January 19, 2023

From: Jennifer-Lyn Youberg

To: Professor Lemuel Brewster

Subject: PR Campaign: Twitch and Women’s History Month

twitch.tv

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Table of Contents

10 Outreach

11 Timeline

12 Phase I

13 Phase II

14 Phase III

15 Phase IV

16 Measurements

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02 Executive Summary

03 About Twitch

04 Campaign

05 Objectives

06 Audience

07 Challenges

08 Opportunities

09 Messages

twitch.tv

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Executive Summary

twitch.tv

Through partnering with the National Organization for Women and MADRE, Twitch can make charity streams a permanent option for our streamers. We can also make highlighting smaller streamers a frequent event. Our goal is to prioritize our streamers while maintaining our morals and integrity.

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About Twitch

twitch.tv

    • Twitch was created as a subsidiary of Justin.Tv in 2011. Justin.Tv was created in 2007 by Justin Kan, who desired to broadcast his everyday life. It started with only him and then eventually opened up to more people streaming.
    • In June 2011, Justin.Tv rebranded into Twitch, a reference to twitch gameplay. Twitch gameplay refers to a player's reaction time. For three years, Twitch has been the dominant force in the e-sports and live streaming categories.
    • In 2014, Amazon acquired Twitch in a $970 million deal and they are still the owners in 2023. Amazon has utilized Twitch to support its content creators through subscriptions and ad revenue.

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Campaign

twitch.tv

    • The National Organization for Women (NOW) and MADRE plan to sponsor multiple women-identifying streamers throughout March, expecting these streamers to host charity streams that support the non-profit organizations. Twitch will match donations to these charities up to $2.5 million and $1.25 million to each organization.
    • Twitch plans to promote the charity streams to the front page of their platform and across different social media platforms to increase audience sizes. Additionally, we will donate $1 per post that uses the hashtag #BreakingGroundsWithTTV, with a maximum of $1 million.
    • Before Women's History Month, Twitch will share a press release with newswire and other media companies to blast out the news to our stakeholders and consumers.
    • This will be conducted in four phases.

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#BreakingGroundsWithTTV

WOW!

$2,000/$5000

twitch.tv

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twitch.tv

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Objectives

twitch.tv

    • To foster positive conversations regarding Women's History Month in collaboration with non-profit organizations and content creators by using media relations strategies to promote the National Organization of Women (NOW) and MADRE.
    • To create positive relationships with live streamers and their audience by blasting out social media posts and using other media relations strategies.
    • Analyze our campaign's impact on our targeted audience by providing surveys to participants and consumers of content.

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Audience

twitch.tv

The goal is to communicate with the targeted audience using various media channels, including Twitch, Facebook, Twitter, and TikTok. Our audience is typically geared towards online rather than print, so we aim to put more pressure on online outlets.

      • People that consume Twitch content at least 2 hours a week.
      • People that create content on Twitch.
      • People identifying as a woman or a member of the LGBTQ+ community.
      • Consumers that support NOW and MADRE.
      • People that support intersectionality and Women's History Month.

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    • Lack of previous relationships with the National Organization of Women and MADRE can cause hesitancy regarding the validity of the Women's History Month campaign.
    • Lack of brand awareness for these non-profits from the consumers of Twitch streamer's content.
    • The reluctance of streamers and viewers to participate in this collaboration and the hashtag campaign.
    • Finding streamers that are sponsored to host charity streams.
    • Competition from other live streaming platforms.
    • Competition from non-live streaming platforms that can drive traffic and spread visibility.

Challenges

twitch.tv

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Opportunities

twitch.tv

    • The potential to grow our relationship as a brand as hesitancy grows from consumers.
    • The potential to host more campaigns with other non-profits to drive traffic towards the platform.
    • Growth for the live streamers and the non-profits.
    • Actively promotes the platform in a positive light.
    • Actively drives traffic to streamers and Twitch, increasing ad revenue and streamers' subscriptions.
    • It brings awareness to NOW and MADRE and the causes they support, highlighting the impacts of tragedies and gendered discrimination.

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Messages

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twitch.tv

The messages in the campaign are designed to appeal to consumers favorably to Twitch as a platform and an organization.

      • Public Opinion at the Moment isn't Favorable

To promote the messages and ideologies of the National Organization of Women and MADRE through multimedia tools such as social media and live streaming.

      • Allows their efforts to make a mark on the public if they can't do so yet.
      • Promote the organization to empaths and people that volunteer their time.

How to become an activist

      • Message designed for people that have a difficult time with activism
      • Can be helpful to people that want to help but don't know where to start.

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Outreach

twitch.tv

Most of our outreach will be done within the internet, intranet, and social media platforms. However, gaining attraction from non-online options is vital. It increases traffic and can increase media literacy.

      • Celebrity spokesperson
        • Twitch can sponsor them to host a live charity stream on the platform, someone that mainly gathers interest from those on the outer scope of our intended audiences.
      • Media and Press Tours
        • Good Morning America, Good Day New York, Entertainment Tonight, and other prime time shows.
        • It can also garner interest from late-night shows, such as Jimmy Fallon and Jimmy Kimmel.
      • NOW and MADRE Newsletter
        • Have the non-profits advertise the event in digital and print versions of their newsletters.
      • Newspaper Ads

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Timeline

twitch.tv

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PHASE ONE

PHASE TWO

PHASE THREE

PHASE FOUR

Phase One is expected to roll out in January 2023 with a simple press release and media tour.

Phase Two will roll out in February 2023 with time-release announcements.

Phase Three will hold the main components of the campaign in March 2023 during Women's History Month

      • Hashtag Campaign
      • Live Streams

Phase Four will analyze the results of the campaign on an ongoing basis from April 2023

      • Analytics from Streamed Content
      • Total Charitable Donations Made to NOW and MADRE

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Phase I

twitch.tv

Timeframe: January 2023

Spokesperson: Chief Communications Officer for North America

Tactics: Press Releases, Media Tours, Celebrity Endorsement Announcements, Newsletters, Live Stream Announcements.

Details:

      • To garner interest from the public and the consumers of live-streamed content.
      • To introduce our collaboration with NOW and MADRE for Women's History Month
      • Focus on a timeline of announcement events for participating streamers, influencers, and celebrities.

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Phase II

twitch.tv

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Timeframe: February 2023

Spokesperson: Situation-Based

Tactics: Sponsored Streamers Announcements, Charity Live Stream Dates Announced, Social Media Announcements, Online Gaming Outlets (IGN).

Details:

      • Continue to garner interest by time releasing the celebrities, influencers, and streamers participating.
      • Announce the charity tournaments and participants.
      • Continue to spread interest with media tours.

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Phase II

twitch.tv

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Timeframe: February 2023

Spokesperson: Situation-Based

Tactics: Sponsored Streamers Announcements, Charity Live Stream Dates Announced, Social Media Announcements, Online Gaming Outlets (IGN).

Details:

      • Continue to garner interest by time releasing the celebrities, influencers, and streamers participating.
      • Announce the charity tournaments and participants.
      • Continue to spread interest with media tours.

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Celebrities

Influencers

Streamers

Chris Evans

Noah Beck

Pokimane

Lizzo

Charli D'Amelio

Hasanabi

John Cena

Alexandria

Ocasio-Cortez

XQC

Phase III

twitch.tv

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Sample List

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Phase IV

twitch.tv

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Timeframe: Ongoing

Spokesperson: Situation-Based or Chief Communications Officer

Tactics: Highlights, Data Analytics to Measure Results from the Live Streams, Calculate Charity Contributions, and Continue to Highlight Achievements and Streamers Weekly in Newsletters and on the Home Page.

Details:

      • Analyze the data produced from live streams and surveys.
        • Viewer Count
        • Active Viewers
        • Follower Count
        • Subscriber Count
        • Charitable Contributions
      • Keep the public up-to-date with final donation totals
      • Finish the campaign by releasing another press release
        • Focus on the success and final donation totals

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Measurements

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Effectiveness of

the Campaign

Hashtag

Content

Live Streamed

Content

Posts Generated

Clicks per Post

Donations

from Hashtag

Streamers Live

View Count

Active View Count

Donations

from Live Streams

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Thank You

twitch.tv