Social Commerce Reinvented

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

Social commerce is changing shopping, with predicted growth of more than 250% per year. Twitch is the digital playground of choice for the Millennials, Gen Zs and Gen Alphas driving this change – and an environment in which they’re open to discovering and buying new products. Nearly all Twitch viewers visit online retail sites such as Amazon, shopping or browsing products online and will buy brands a Twitch streamer recommends.

Data like this shows that Twitch and social commerce are a match made in heaven. However, it’s equally clear that social commerce experiences on Twitch needs to be unique. The Twitch audience values 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 on 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, live in Europe for the first time ever. POG Picks Black Friday Battle Deals 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. It gave brands and Twitch viewers a core role in the action, drove spontaneous brand awareness for sponsors, and increased purchase intent!