Case study
Partner Award winner Mindshare helps Pot Noodle grow brand awareness on Twitch by 20.6%
See how Mindshare's innovative Twitch campaign helped transform Pot Noodle from a convenient snack to a gaming community favorite, driving significant improvements in brand awareness and sales on Twitch through interactive storytelling.
key insights
20.6%
Lift in brand awareness on Twitch through integrated campaign
8%
Lift in purchase intent via gaming community engagement
22%
Increase in ordered revenue month-over-month (MoM)
The Amazon Ads Partner Awards celebrate ingenuity and innovation in digital advertising. The Brand Storytelling Award (EMEA) category recognizes partners who showcase how they used Amazon Ads brand building solutions to create powerful brand stories, build emotional connections, and deliver measurable impact. Mindshare is the winner in this award for their campaign for Pot Noodle which helped create authentic connections with the gaming community and deliver results that exceeded expectations.
Goals
Pot Noodle, a well-known British instant noodle brand, faced a significant challenge in transforming their consumer perception. While recognized for convenience, the brand lacked strong associations with taste and regular consumption. Their research revealed a significant opportunity within the gaming space, where 66% of users snack while watching streams, and 29% are influenced by streamers' on-screen consumption habits. They partnered with Amazon Ads advanced partner Mindshare, a WPP Media Agency, to evolve beyond their image as an impulsive snack choice and establish Pot Noodle as a regularly chosen, satisfying meal option, particularly within the gaming community. The goal was to drive product usage during gaming occasions and increase overall brand relevance.
Approach
Mindshare’s approach was to authentically integrate Pot Noodle into Twitch culture, evolving it from a passive advertisement into an interactive gaming experience. They developed the innovative "Slurp & Conquer Quest" campaign, strategically positioning Pot Noodle at the intersection of two key gaming community behaviors: the need for quick fuel during gaming ("Pause & Fuel") and the desire to celebrate victories collectively. The campaign leveraged Twitch to create a memorable and engaging experience centered around a custom "Slurp" emote and sound that was positioned as both a practical refueling moment and a communal victory celebration.
Through Twitch's interactive features, they created a community-driven experience that empowered viewers to participate in the brand narrative, fostering a sense of ownership and driving engagement. The campaign integrated Twitch ad formats with Amazon's retail solutions and sponsored ads to create a comprehensive marketing approach. This multi-faceted strategy helped ensure the brand message reached gamers at various touchpoints while maintaining authenticity within the gaming community.
Results
By combining Twitch ad formats with Amazon's retail solutions, Mindshare drove significant improvements in brand awareness, engagement, and sales. The most significant achievement was a 20.6% increase in brand awareness on Twitch, showing that the campaign effectively elevated Pot Noodle's presence within the gaming community.1 Purchase intent saw an 8% lift, indicating that the campaign not only raised awareness but also drove consideration among relevant audiences.2 The commercial impact was equally impressive, with a 22% increase in ordered revenue month-over-month.3 This growth in sales demonstrated that the campaign successfully transformed brand perception and translated awareness into actual purchases.
The campaign's success in turning an everyday behavior into a branded ritual showcased the effectiveness of Mindshare's strategy in creating authentic connections with the gaming community. Their insight-driven approach and understanding of the audience helped deliver measurable results that exceeded expectations.
Sources
1-2 Kantar Brand Lift Survey, U.K., 2024.
3 Unilever Amazon Vendor Central, U.K., 2024.