Reducing big brand ads to amplify big black voices
Context
Across all social media, big brands appear more and more, as advertising spending on these networks reached approximately 270 billion dollars in 2023. On the other hand, powerful voices like black voices fight against social invisibility and no investment is made to combat their silencing.
IdeaÂ
Twitch, the biggest livestream platform in the world, with over 33MM users per day, has a partnership program where streamers can build a career, and in this field, a successful career requires many viewers. So we turned black streamers’ channels into ads and placed it in spots where only big brands had advertised before, making their livestreams just a click away from any Twitch user.
Execution
Using the tags feature on Twitch, which are categories that separate lives by topic, we created the #BlackVoices tag. The black streamer who put the tag in the title of his livestream automatically placed himself in a prominent place accessed via click on ads and increased his live views to levels never before achieved.
