P&G Teams with Twitch for the 1st Time

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P&G Teams with Twitch for the 1st Time

By Lisa Johnston - 06/11/2020
Joshua Beaver
Joshua Beaver

Procter & Gamble is teaming with Twitch for the first time as part of a marketing campaign for Bounty paper towels.

The company said they partnered with the video game streaming service because of the need for quick clean-ups during important gaming sessions.

It’s initially partnering with Twitch streamers Joshua Beaver (JoshOG), Anthony Kongphan (AnthonyKongphan) and Hannah Kennedy (Bnans), and more streamers will be announced later this month.

Promotions will be amplified exclusively on Twitch (though it has released a YouTube video announcing the partnership).

See also: Why P&G’s Innovation Challenge Going Virtual Isn’t Slowing it Down

Twitch claims 17.5 million average daily visitors on its website, though it’s unclear if this accounts for the surge of gaming that’s occurred thanks to widespread stay-at-home orders during the COVID-19 health crisis. The NPD Group reports that total industry U.S. consumer spending on video gaming rose 9% in the first quarter of the year vs. the prior year period, reaching a record $10.86 billion.

Spending on video game content, meanwhile, rose 11%, with growth seen in console and PC content, mobile and subscription spending, and hardware and accessories (though NPD doesn’t include paper towels in that category).

P&G is No. 2 on the CGT Top 100 Consumer Goods Companies of 2019 list. 

The Estee Lauder Companies is leveraging its digital consumer engagement investments to serve consumers “craving convenience and choice” during the pandemic.

Retailers and consumer goods companies looking to break out of their old way of doing things can look to companies that never operated with the standard playbook to begin with.

CG companies can tap into this expanding market using a number of social media techniques to drive a connection with this DIY market sector.