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Global Social Agency of Record

Twitch

We’re driving Twitch into next-gen social culture with global strategy, always-on creative and original content production that resonates with new audiences and rallies the core.

  • Strategy
  • Creative
  • Media

Background

Twitch is a 24/7 livestreaming platform, described as “the best hang on the internet.” Unlike other social platforms driven by bite-sized, passive, algorithmic consumption, Twitch is fueled by live participation and the long-form, unedited chaos energy of the community. It is the birthplace of modern internet culture and the primary engine behind global social media trends—if you’ve ever used the words “rizz,” “cooked” or “chat,” you can thank Twitch for that.

The Challenge

Despite being the source of massive cultural moments, from viral memes to surprising appearances by AAA celebrities, Twitch wasn’t getting the credit it deserved on social—acting as a traditional, gaming-focused marketer rather than a youth-driven, community-focused brand where youth culture and the next generation of internet celebrities are born.

Our Approach

To bridge the gap, space150 shifted Twitch’s social strategy to act more like a native participant in youth culture, trading overpolished marketing content for the raw, self-aware energy of the Twitch community and expanding content narratives beyond gaming to highlight the platform’s growing connection to sports, music and pop media.

Results

In the first four months of partnership alone, we increased shares by 22%, increased reach per post by 50% and increased engagement rate 5%.

Always On

As the engine behind Twitch’s always-on content, we’re constantly monitoring internet moments as they unfold to create content that travels fast, connects to Gen Z sentiments, and extends reach far beyond Twitch.

  • Camera Reload

    How fast can a streamer’s camera operator switch batteries? This fast

  • Cinema

    Only Arc Raiders can conjure Shakespearean emotions.

  • Winnie The Moo

    The world’s most popular cow was well-fed by Twitch chat.

Mafiathon

Mafiathon is a month-long, 24/7 livestream event created by top streamer Kai Cenat that blends reality TV, celebrity appearances, and interactive challenges. The event has broken Twitch records and redefined what’s possible for creator-led entertainment. For Mafiathon 3, the stakes were even higher: 1 million subscribers. We built a cross-channel global campaign across social and out-of-home that celebrated Kai’s milestones in real time. From reactive Tweets and carousels to TikTok edits and teasers, we amplified fan energy and positioned Twitch as part of the story, not just a platform for it.

Emerging Categories

  • Fred Again

    Twitch is where content creation is born, tested, and previewed with fan communities before it hits mainstream algorithms. When Fred again.. made an entire album inviting chat feedback in real-time, we took a retrospective approach to celebrate its release.

  • VTuber Car

    To celebrate VTuber Week on Twitch, we designed a custom whip featuring the world’s most popular creators from this rapidly growing streaming category.

Live Event Support

Culture moves fast, we move faster. For IRL events and premieres, we’re always exploring new, surprising formats to create hype and engagement beyond the expected promo-style interview content.

  • TwitchCon

    There’s a lot of people going places at TwitchCon.

  • Fallout Premiere

    Twitch streamers answer burning questions at the premiere of Fallout Season 2.

  • Hey Chat Hot Dog

    Would you accept a free hot dog if Twitch chat got to pick the toppings?