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Cases / SteelSeries
Influencer Marketing
Ask any streamer: viewers forgive a lost game, but not a bad mic. SteelSeries launched its new Alias microphone with eight Dutch-speaking streamers from Belgium and the Netherlands, live on Twitch and on TikTok.
Results
244k
Views
17.3k
Clicks
5.4k
Likes
129.2k
6-second focused views
Creators
+38 streamers
The campaign manager
A microphone is hard to sell with a picture: people want to hear how it sounds, how easy it is to set up and how well the free Sonar software filters out background noise. SteelSeries wanted gamers and streamers in Belgium and the Netherlands to hear the Alias at work in its launch month, right around Black Friday.
First came the vacuum cleaner: in XMileyX’s TikTok, a mum’s vacuuming drowns out a Discord call, until the Alias and its Sonar software filter the noise away. For a month, eight streamers kept the Alias on screen with an overlay, a link panel and a “!steelseries” chat command. In a first branded stream, they unboxed the mic and set it up live. In the second stream, many took on a no-screaming challenge we designed for them, from a horror game to a Fortnite escape map, to win an Arctis Nova 7 headset for one of their viewers. Both streams became short TikToks, from unboxings by DikkeSvekke and LaurenPlaying to Jilleke’s giveaway, and with a 10% discount code and a boost as TikTok ads, they reached gamers far beyond the streamers’ own followers. Mic on, screams off.
@xmileyx20The vacuum cleaner test
@laurenplayingUnboxing the Alias
@dikkesvekkeA 10% discount code
@jilleketvA headset giveaway
@sumly90Set up with Sonar
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