Social Commerce Reinvented

Client: Bull Dog, Deutsche Telekom, Google, Xbox and PICO VR

Shopping has changed. Going are the days of highstreet shopping, whilst more engaging, interactive solutions arise. Today’s young adults want collaborative, social experiences and this applies to their purchasing paths too.

Twitch is the digital playground of choice for Millennials and Gen Z driving this change – and an environment in which they’re open to discovering and buying new products. Nearly all Twitch viewers (95%) visit online retail sites such as Amazon, with 56% shopping or browsing products online in the last week and 66% declaring themselves more likely to buy a brand that a Twitch streamer recommends.

So it’s fair to say that Twitch and social commerce are a match made in heaven. However, it’s equally clear that social commerce on Twitch needs to be unique. The Twitch audience demand authenticity, spontaneity, inclusion and collaboration. Its members aren’t interested in dated shopping-channel formats where presenters endlessly plug products. They’re also turning away from the idealised self-images of social media influencers who are paid to promote different brands.

To unlock the full potential of social commerce, Twitch needed a new live shopping format that fitted with the livestreaming experience and its values.

Enter POG Picks - a branded shopping experience for the Twitch community. Going live in Europe for the first time ever - POG Picks Black Friday Battle Deals. It brought together streamer teams from the UK and Germany for an in-person gaming party on one of the biggest shopping days of the year.