The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Brand-Side Initiated & Originated Projects
Annual ID
OS22_BS028M
About the Work
Twitch Creators want to be seen and supported, especially by Twitch. So, with world events leaving everyone bogged down and Creator sentiment struggling, we conjured a new way to show our creators that we care: The Fairy Modmother, a magical bean-shaped character in rollerskates who travels all over Twitch, appearing in Chat, giving gifts, and spreading joy, all live on-stream.
Why a Modmother? On Twitch, Moderators, or “Mods”, are people who help take care of Creator’s channels. We took that idea to the next level by creating the ultimate caretaker; someone who looks out for all our Creators. And since taking care of Creators and strengthening communities is our primary goal, we collaborated with one of our own, TomThinks, to develop, voice, and manifest our fairy friend.
Next, we made the Modmother a Twitch account so they could directly interact in real-time with Twitch Chat, introduced them to the community on social, and set them loose on Twitch. We traveled from channel to channel, interacting live with Creators and making their wishes come true. We dropped Bits (a form of Twitch currency), gave away subscriptions, inspired songs, and even tears of joy!
Fairy Modmother became so beloved that when SUBtember, our annual subscription drive to support Creators, rolled around, we couldn’t think of anyone better suited to rally the community. Throughout the month, the Fairy Modmother gave away a ton of subscriptions and inspired countless others to give subs like never before. Using real-time puppeteering software, we even incorporated the Modmother into a live broadcast on the front page of Twitch.
The results? Magical. The Fairy Modmother has visited over 5,000 creators, given away 10,000+ subscriptions and over $500,000! They’ve earned sentiment scores of 93% and helped drive record breaking subscriptions for SUBtember (+451% compared to 2020).
Why a Modmother? On Twitch, Moderators, or “Mods”, are people who help take care of Creator’s channels. We took that idea to the next level by creating the ultimate caretaker; someone who looks out for all our Creators. And since taking care of Creators and strengthening communities is our primary goal, we collaborated with one of our own, TomThinks, to develop, voice, and manifest our fairy friend.
Next, we made the Modmother a Twitch account so they could directly interact in real-time with Twitch Chat, introduced them to the community on social, and set them loose on Twitch. We traveled from channel to channel, interacting live with Creators and making their wishes come true. We dropped Bits (a form of Twitch currency), gave away subscriptions, inspired songs, and even tears of joy!
Fairy Modmother became so beloved that when SUBtember, our annual subscription drive to support Creators, rolled around, we couldn’t think of anyone better suited to rally the community. Throughout the month, the Fairy Modmother gave away a ton of subscriptions and inspired countless others to give subs like never before. Using real-time puppeteering software, we even incorporated the Modmother into a live broadcast on the front page of Twitch.
The results? Magical. The Fairy Modmother has visited over 5,000 creators, given away 10,000+ subscriptions and over $500,000! They’ve earned sentiment scores of 93% and helped drive record breaking subscriptions for SUBtember (+451% compared to 2020).
2022 Awards
Total Points: 3
Merit
Credits
Client / Brand
Twitch
Chief Marketing Officer
Doug Scott
Creative Director
Evan Freitas
Executive Creative Director
Byron Phillipson
Group Creative Director
Adam Szajgin
Illustrator
Tom Deslongchamps
Associate Creative Director
Julian Gese
Creator Marketing Manager
Laura Brewer
Director of Community Marketing
Mary Kish
Director of Revenue Growth Marketing
Karen Tong
Head of Creator Marketing
Loren Piretra
Revenue Growth Manager
Amanda Tessier
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