Next-level nutty with FaZe Clan
YEAR TWO
In 2021, we built on the momentum of our groundbreaking Twitch debut by going bigger, bolder, and even nuttier. The return of Get Your Nutty Game On delivered authentic, interactive experiences to the Gen Z gaming community—this time with a powerhouse partnership in FaZe Clan and a campaign that celebrated fans’ nuttiest selves. From record-breaking livestreams to collectible packaging and high-profile influencer collabs, we kept Nutter Butter top of mind and in the hands of gamers everywhere.
My role
As Senior Art Director, I once again partnered with the Associate Creative Director (Copy) to shape the look, feel, and execution of the Year 2 campaign. I led the creative team through the development of custom livestream overlays, animated assets, influencer toolkits, limited-edition packaging, and a promotional microsite experience. My work ensured continuity with Year 1 while evolving the visual system to align with an even more ambitious strategy, deeper influencer partnerships, and a stronger retail tie-in.
Strategy
While Year 1 focused on introducing Nutter Butter to Gen Z gamers, Year 2 aimed to deepen that connection by embedding the brand further into gaming culture. We amplified the campaign with a partnership with FaZe Clan—one of the most influential esports teams in the world—and used National Peanut Butter Cookie Day as a launchpad to maximize awareness. By selecting gaming talent with highly Gen Z-skewed audiences and layering in a sweepstakes, microsite, and limited-edition packaging, we created a 360-degree experience that celebrated fans’ inner nuttiness and drove meaningful engagement.
Creative Development
Our campaign came to life through an 8-hour Twitch livestream filled with nutty record-breaking challenges, the return of the beloved !Nuttersplosion chat command, and fully branded on-screen moments. FaZe Clan and 10 additional influencers competed in live-streamed stunts while fans followed along in branded tees, personality quizzes, and interactive chat prompts. Custom influencer kits generated buzz across social, while four collectible Family Size packages featured CTAs that drove to the sweepstakes microsite—boosting both digital engagement and in-store conversion.
Results
198M Total Impressions across Twitch, social media, and sweepstakes promotions; 606K Views on Twitch livestreams
1.8M Engagements across Twitch, social, and the microsite
14K Social Mentions (+5200% spike), fueled by influencer activity and personality quiz shares
20K+ Chat Interactions and 5K viewer inputs during livestream
478K Microsite Visits with 29K registrations and a 17% conversion rate
Unique PR Exposure: 1 feature story + 4.4M in earned reach via mailer unboxings and influencer shares
+131% Follower Growth and +158% profile visits on owned channels