Actimel conducted an activation called “Stay Strong Challenge” with 4 streamers on the platform Twitch (mainly dedicated to gaming). We analyzed the system put in place, the reception of this activation by the various audiences exposed as well as the visibility and valuation of the operation for Actimel.
Activation concept
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Streamer Gotaga[/caption]
An operation with 4 streamers, Laink and Terracid from the Wankil Studio channel, Doigby and Gotaga (1Er French streamer) who competed on Boxman's Struggle, a game known as being the hardest in the world.
A competition game was also relayed to Actimel's account allowing you to win a computer.
A one-hour stream with visibility of the Actimel logo on the 4 streams.
What performances?
With an 11.5% audience share in France on Twitch from 19 to 8 p.m., the 3 streamers achieved the second French audience on Twitch just behind the Domingo talk show.”Popcorn“.
Gotaga alone accounts for more than 70% of the results.
Spectators were exposed to the Actimel brand for an average of 20 minutes, representing a valuation of €103K.
Comparison to the show Popcorn
The #StayStrongChallenge was launched at the same time as a talk show already recognized and popular on Twitch in France “Popcorn” by the streamer Domingo. this program is regularly number 1 in France on Tuesday when it was broadcast and the activation of Actimel took place on this time slot. This activation attracted a lot of curious people to Twitch.
What is the perception of audiences?
We extracted and analyzed 59,000 reviews from streamers' cats and excluded noise from our analysis.
Of the messages analyzed, 94% referred directly to the game and 6% to Actimel: we analyzed all comments relating to Actimel.
The audience reacted well upon activation even if there were questions about the reason for this partnership that was too little explained by streamers and in particular the Stay Strong slogan.
We have identified detractors of the product and dairy products in general. A bottle in the game has been renamed”bottle Actimel“by the community.
Some commentators wanted equally win Of packets from Actimel or have discount codes.
Conclusions
One positive perception but a slogan that is too poorly explained.
The audience knew reappropriate the brand and its products during the live, in particular with the Actimel bottle.
A very important visibility generated on the platform compared to other content broadcast in parallel.
However, the operation has been explained too little. and therefore little understood by the audience.
