Brands normally pay huge amounts of money to influencers and streamers so that they speak of their products and make content about them.

To launch a new KFC flavored sunflower seed snack, KFC & Grefusa reached 5 of the biggest streamers in Spain organically and got them to come to our own stream and talk about it live in their channels, without spending a single euro.

How? With a content they couldn't ignore: we recreated a miniature version of their streaming setups, and found their hamster doppelgangers to become our very own sunflower seed influencers: The Hamstreamers.

KFC is a relatively small brand in Spain compared to Burger King and McDonalds, so we need to reach new audiences.

In order to do that, KFC partnered with Grefusa, one of the leading snack brands in Spain to launch KFC flavoured sunflower seeds, a popular snack for young people in Spain, so people could get a taste of KFC in a familiar way.

The problem? We didn’t have media budget to do a big launch.

How could we get our new product noticed between our audience?

Twitch has quickly become one of the fastest growing platforms to reach young audiences in Spain, trailing only the US in popularity. In fact, we have some of the biggest streamers in the world.

They are the new rockstars, and our competitors pay huge contracts to work with them. The only problem is that we didn’t have the budget to convince them to talk about our new product.

But what if we did something they could't ignore?

In order to reach a bigger audience, we decided to reach 5 of Spain's most popular streamers in Twitch.

How? By launching an unconventional streaming content that reached them and they had to talk about:

We found their hamster doppelgangers, and recreated a miniature hamster themed version of their streaming setups.

And just like that, 5 hamsters eating sunflower seeds became an instant hit and one of the most shared streams by a brand in the brief history of Twitch.

First we collaborated with one of the best miniature model makers in the country to design an exact replica with all kinds of details (hamster style) of each of the 5 most famous streamers setups (their streaming rooms). Then, with the collaboration of an animal protection association, we found their hamster doppelgangers. And finally, we planned the stream with a multi-camera live for each of the sets.

A few days before the event, we heated up the event on our social media generating buzz about the stream, suggesting big streamers would participate, but not revealing the truth.

Finally we went live and revealed the much anticipated stream. And when everybody saw 5 hamster lookalikes of their favorite streamers, named after them, eating sunflower seeds in a miniature version of teach of their sets, Twitch went completely nuts.

People went crazy and started writing and sharing both on social media and even in the live streas of each of the targeted streamers who, little by little, interrupted their own content to share our live stream and talk about it in their own channels.

We made it. We didn't only actually reach them, but we got Spain's biggest streamers to share our live stream for free, comment it and even make videos analyzing how crazy it was that we replicated their setups.

With less than 1 hour of streaming, we got over 10 million impressions, and 1 million interactions.

But not only that, the word spread about KFC flavoured seeds, and we sold more than 2,5 million packs, surpassing even the best selling Grefusa seeds for a week.

Flavored nuts (sunflower seeds) are one of the most popular snacks in Spain, specially amongst youngsters.