How Chobani used Twitch streamers to drive 80K views
Chobani built a Roblox game. That sentence alone tells you a lot about how this brand thinks about audience development. The game, Chobani Oatmilk Cosmic Race, was a racing experience designed to introduce the brand’s oat milk line to younger Millennial and Gen Z consumers, a group Chobani calls the “New Age Flexitarian.” Getting people to actually play it required partnering with creators who lived on the platforms where that audience already spent their time.
The go-to platform for this initiative was Twitch, a space with specific requirements for branded content and a creator ecosystem most food brands have never attempted to navigate. Chobani needed streamers with at least one million Twitch followers, comparable Instagram and Twitter audiences, an active Roblox experience, and no competitor brand deals in the prior 90 days. The criteria were strict for a reason. Authenticity on Twitch is non-negotiable, and an influencer who doesn’t genuinely play Roblox will lose the audience immediately.
handled sourcing, scripting, communication, and day-of monitoring across the three streamers who ultimately ran the campaign. Each creator built their stream around live Chobani Oatmilk Cosmic Race gameplay, including 20-30 minutes of integrated product mention, plus follow-up Twitch highlight videos and two to four posts on Instagram and Twitter. A paid media component on Instagram boosted the influencer-generated content afterward.
The organic Twitch results:
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80K stream views against a benchmark of 19K-35K
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16.7K unique chat messages that were overwhelmingly positive
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11 non-Twitch posts that generated 7M impressions and 101.3K engagements
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Three boosted Instagram posts that added 15M impressions, 98.3K engagements, and 39.5K clicks
Chobani also hit their charitable donation goal of $75K for Hunger Free America through in-game mechanics.
For senior marketers, the Chobani campaign is a reminder that platform expansion only works when you match the platform’s culture. This is made easier when you partner with influencers who have built trust through authenticity. Twitch has different expectations than Instagram. A creator who thrives on one doesn’t automatically translate to the other. The work is in the talent sourcing, and being willing to accept that the right cohort might be small.
