Gen Z and Millennials were living the worst time of their lives, as COVID 19 was blocking people to see each other IN REAL LIFE.

Restaurants, bars and clubs were closed, Italy was on lockdown, therfore 90% of Absolut direct contact with its target was almost impossible due to the pandemic.

Absolut had the necessity to strengthen the reputation and brand awareness on the target audience, with the aim of becoming the top of mind entertaining brand in the spirits' industry for Gen Z and Millennials.

The main objective was to find an innovative way for the brand to talk about its values and culture; breaking the category's standards and emerging as the top of mind brand that entertains Gen Z and Millennials, even in a complex times like 2021. Absolut enabled its target to connect online whilst waiting to meet again in real life.

To become relevant on Twitch, it is fundamental to speak to the target through the voices of people that are within that community and know it as they connect on a daily base. The correct use of the language is key.

That's why we created "Your Absolut Play", the first "gaming for everyone" activation that involved two of the biggest streamers on Twitch, to find the most original plays on many different games.

Users had the chance to gain visibility on the streamers' channel by uploading their best plays on an Absolut landing page. Streamers chose their favourite plays and showed clips during two different live stream shows on their channels, in a fully Absolut branded studio which looked like a Gaming Bar.

Absolut gained incredible visibility, not only through the Twitch media campaign, but mainly by creating a place in which each "aspiring creator" could be part of.

Data gathering: Absolut undertook a market research with UM to unveil their target's passions and needs. The research showed how Absolut's community (Gen Z and Millenials) was looking for digital connections through gamification.

Target: young, urban and open minded people. They like to spend time with friends and live and share new experiences with their peers. They want to enjoy life the most they can. Progressive connectors love marking their own personality and develop their own style, finding out new trends and occasions.

Approach: through the use of the Twitch Media Ads and the influencers communication on their channels, we directly talked with communities in target.

CTA: we launched "Your Absolut Play" through the Instagram Channels of two Twitch streamers. Users had the chance to upload their best "play" in a video format on a dedicated landing page so that they could be featured by the influencers in their livestreams

Implementation: after buying media space on Twitch, we developed a landing page with the description of the activity and the form to partecipate. Then we designed the creativity for the influencers' channels, branding their profile with personalized frames for communications concerning Absolut, and building a 3D branded studio to host the streamer's live shows on Twitch.

Timeline: the campaign has started with a part of brand awareness on the 22nd of February 2021. The brand started communicating the launch of the challenge on IG through the two ambassadors Kurolily and Gabbo DSQ, from the 1st to the 22nd of March.

On the 12th and the 26th of April the two streamers used their Twitch Channel to host the "Your Absolut Play Show".

Placement: Absolut has been the main actor through placement and branding.

SCALE: the media activation as been seen more than 15 million times.

The impact has been huge, as during the 2 months activation Absolut has gained over 15 million impressions on the digital campaign, reaching almost 100 thousand click. Brand Awareness was greatly improved: +3% vs Q3 FY20; as well as the Market share, growing more than 1pp per month since the campaign, value growing at +7% in May - Oct 21 (after the campaign).

Share of conversation increased +10pp in Mar & April vs March- April FY20 vs Smirnoff

The influencers activities have been viewed 8.3 million times, from the live shows on Twitch to the stories on their IG channels.

Over 2.3k people partecipated to the challenge, creating an incredible UCG activation, as users were sharing their plays of their owned channels.

Absolut recognised a change in behaviour within this specific community, as after the media activation the brand's channels gained more following and engagement from the gaming community.