BRCG Case Study
63% open rate. 1.8M shares.
Twitch needed to retain post-pandemic users and stand out from competing platforms. We built a personalized Year in Review campaign, rendered per user from individual Twitch data, that became their most-engaged email ever.
63%
Email open rate, about 2× their average
+27%
Session frequency within 30 days
1.8M+
Social shares generated
+18%
User retention among new users
The Challenge
Retention after the boom.
Post-pandemic retention and creating memorable personalized experiences at scale, across a diverse global community of streamers and viewers, were the two real jobs. Generic, non-personalized messaging was not resonating, and Twitch needed to stand apart from competing platforms.
Post-pandemic retention
After explosive pandemic growth, Twitch needed to retain new users and keep them engaged as competition intensified.
Generic communications
Standard, non-personalized messaging wasn't resonating with Twitch's diverse global community of streamers and viewers.
Platform differentiation
Twitch needed a memorable experience that would set it apart from competing streaming platforms, at massive data scale, handled securely.
Our Approach
A personalization engine, end to end.
A comprehensive personalization strategy powered by enterprise marketing technology, pulling individual Twitch behavior into dynamic templates that rendered uniquely for every recipient.
Personalized Year in Review
A highly personalized Year in Review campaign on Salesforce Marketing Cloud plus Movable Ink, showcasing each user's unique Twitch journey.
- Individual-user data insights
- Dynamic content generation per recipient
- Behavioral usage metrics surfaced visually
- Social-sharing integration built into every block
Rich behavioral data integration
Leveraged Twitch's extensive user-behavior data to create meaningful, personalized content that resonated with each recipient.
- Channels watched analysis
- Subscription-history tracking
- Chat-participation metrics
- Emote-usage patterns
- Viewing-time analytics
Scalable personalization engine
A robust system in Salesforce Marketing Cloud to deliver millions of personalized emails with dynamic content at scale.
- Dynamic template system
- Advanced segmentation
- QA plus A/B testing framework
- Multi-language support
- Real-time content rendering
The Result
63% open rate. 2× their average.
The personalized Year in Review became Twitch's most-engaged email campaign: a 63% open rate against roughly 2× their average, 1.8M+ social shares, a 27% increase in session frequency within 30 days, and 18% higher retention among new users. People shared their stats because they genuinely wanted to, and that kept them on the platform.
Proof of Work
Year in Review, rendered per user.
Three sequential blocks built from individual Twitch data, hours watched, channels followed, emote usage, and a shareable summary card.
Click to enlargeYear in Review · Part 1
Hero: hours watched, channels followed, and the user's top game.
Click to enlargeYear in Review · Part 2
Personalized social-graph blocks, chat participation and emote usage.
Click to enlargeYear in Review · Part 3
Shareable summary card built for the 1.8M+ social shares.
From the BRCG Team
“We treated one email as a product. Pull each person's real Twitch year, render it live, and make it worth sharing. Sixty-three percent opened it and 1.8 million shared it.”
Kodie Critzer
Founder & CEO, BRCG · Ran the Twitch engagement
FAQ
Questions, answered.
What did BRCG do for Twitch?
BRCG built Twitch's personalized Year in Review campaign on Salesforce Marketing Cloud with Movable Ink. We pulled each user's individual behavior, channels watched, subscription history, chat participation, emote usage, and viewing time, into dynamic templates that rendered a unique email for every recipient, then scaled it to millions of sends.
What results did the Year in Review campaign drive?
It became Twitch's most-engaged email campaign: a 63% open rate, roughly 2× their average, along with 1.8M+ social shares, a 27% increase in session frequency within 30 days, and 18% higher retention among new users.
What platforms and technology did the campaign use?
Salesforce Marketing Cloud powered the sends and segmentation, Movable Ink handled real-time dynamic content rendering, and the Twitch API supplied the per-user behavioral data through a custom data-engineering pipeline.
How was this personalized at Twitch's scale?
A dynamic template system combined advanced segmentation, multi-language support, and real-time content rendering so each of millions of emails felt written for one person, delivered with a QA and A/B testing framework to keep quality high across the send.
Stack
More Work
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