Starting at the very beginning, we deep dived into insight from Mind’s past streaming campaign, forming the foundations of our strategy and creative approach.
Streamers, not gamers
Mind’s past campaigns were, by their nature, focused on gaming. Visuals featured retro graphics of joysticks, controllers and buttons alongside branded photos of people playing games.
In fact, insight showed that while many of Mind’s fundraisers hosted streams on Twitch or YouTube often (but not always) playing games, many would also chat, sing, vlog, paint, and fundraise for Mind in their own way, and within their own communities. And, even for those that did play games, ‘gamer’ isn’t a word they’d necessarily identify with. So, we knew we needed to open up the campaign to include streamers, not just gamers.
Cause connection is key in streaming campaigns
Another key insight was the significance of cause connection as a driver for taking part. Analytics showed that many fundraisers were streaming directly for Mind’s core brand, rather than the campaign itself. This was often because they felt more strongly connected to the cause and brand itself, rather than the messaging in the sub brand.
As a result, we knew we needed to strip back many elements of the campaign and instead focus on drawing a direct relationship between the streams and their impact.
