Get your nutty
game on.
YEAR ONE
In 2020 we leveled-up to speak to the Nutter Butter Get-Z target on Twitch. Fans and gaming legends came together for a 12-hour interactive live-stream celebration of nuttiness. Nutty avatars and the chance to win the ultimate game room makeover drove epic engagement. We made millions of impressions with 100% positive sentiment.
My role
As Senior Art Director, I partnered with the Associate Creative Director (Copy) to lead the visual direction and execution of this first-of-its-kind branded Twitch campaign for Nutter Butter. I guided a team of designers to develop a suite of engaging, gamified assets—animated overlays, live voting mechanics, branded explosions, subscription takeovers, and a “Nutty Meter”—as well as influencer toolkits, custom merch, and social content. From concept through execution, I helped shape an interactive, experiential campaign that met Gen Z where they are: in the game.
Strategy
To deepen Nutter Butter’s connection with Gen Z, we leaned into gaming culture in a bold, integrated way. Rather than opting for a standard influencer campaign, we created Get Your Nutty Game On—a fully immersive Twitch experience that blurred the line between entertainment and participation. The campaign activated across nine gaming influencers and culminated in a 12-hour livestream event, “The Day of Nuttiness,” designed to drive real-time fan engagement and elevate Nutter Butter as a playful brand with cultural currency.
Creative Development
We equipped each influencer with a custom Nutter Butter avatar, branded overlays, and branded t-shirts to wear on-stream. Throughout the week-long campaign, they created unique content, sampled cookies live, and engaged fans with Nutty Challenges and chat-based giveaways. Viewers could actively participate via Twitch chat, triggering animations and reacting to on-screen content in real time. By gamifying the campaign itself, we ensured that every touchpoint—from visuals to viewer interaction—reflected the nutty personality of the brand.
Results
412M Twitch stream impressions (+824% vs. industry benchmark)
1.8M Total Engagements across social, Twitch, and sweepstakes entries
495K Hours Watched on Twitch (+22% vs. benchmark)
100% Positive Sentiment, with fans praising the brand, entering sweepstakes, and using the #GoNutty hashtag
Sustained post-event buzz: influencers continued discussing the campaign weeks later, citing it as some of their most talked-about content
This wildly successful activation elevated Nutter Butter as a bold player in the gaming space, proving that branded content can be both immersive and irresistibly fun.
GENERATING BUZZ WITH
1.8M total
engagements
across social, Twitch, and sweepstakes entries
Surprise and delight
We slid into the DMs of 115 of our most engaged, die-hard fans with a special treat to thank them for their support leading to a 16% increase in followers and 47% increase of positive brand sentiment on Instagram (compared to 9% and 34% respectively during a similar period of time). We saw similar results on Twitter.
Our Pinterest campaign featuring the videos above and the still images below garnered ~29M impressions with 1.4M engagements, performing well over benchmarks for the platform with Pinners saving Nutter Butter pins across a variety of boards with a few central themes—desserts, nostalgia, and humor, revealing Pinners find the brand playful and funny!
