BYD drives 92.7% average positive sentiment with Twitch’s creator-led campaign in Saudi Arabia

Goals

Reaching tech-savvy, younger audiences requires authentic integration into the platforms and communities they trust. As gaming culture continues to shape entertainment and technology trends across Saudi Arabia, BYD saw an opportunity to connect with a highly engaged, tech-forward audience in a way that felt culturally relevant and authentic. The campaign focused on positioning BYD’s range of advanced electric and plug-in hybrid vehicles as a natural extension of the modern Saudi lifestyle—one driven by innovation, performance, and seamless technology.

At the center of the strategy was a shared mindset between gamers and BYD drivers: a passion for next-generation experiences. BYD aimed to tap into this overlap by connecting with Saudi gamers on Twitch, showcasing how the same technology-first thinking that powers high-performance gaming also exists across BYD’s vehicle lineup. A key focus was the brand’s Vehicle-to-Load (V2L) functionality, available across select models including the BYD Shark 6, which allows users to power external devices directly from their vehicle—including gaming consoles. By bringing this feature into a gaming environment, BYD sought to move beyond traditional automotive messaging, spark genuine conversation within the community, and ultimately inspire audiences to experience the technology firsthand through showroom visits.

Approach

To bring this idea to life, BYD partnered with Twitch through a Creator Sponsorship campaign featuring three popular Saudi streamers: Bigjoe_tv, Wajeeho3, and Jude. The campaign was designed to integrate naturally into the Twitch viewing experience, allowing creators to introduce the brand in a way that felt authentic to their communities.

The automotive brand leveraged Twitch’s Channel Takeover Lite format, allowing BYD branding to be consistently visible during each livestream through custom channel visuals and creator-led mentions integrated naturally into the content. Rather than interrupting the viewing experience with traditional ads, the streamers incorporated BYD messaging conversationally during gameplay and live interactions, making the integration feel native to the Twitch environment and more engaging for audiences.

Alongside awareness, the campaign also encouraged viewers to visit BYD showrooms in Saudi Arabia and explore the technology firsthand, bridging digital engagement with real-world consideration.

Results

Across all three creators, the campaign generated more than 3.38 million impressions,¹ reaching over 16,000 unique viewers and driving more than 4,900 hours of branded content watched.² Viewer engagement remained particularly strong throughout the streams, with Bigjoe_tv delivering an average watch time of more than 49 minutes per viewer—highlighting the audience’s willingness to stay engaged with both the content and the integration over extended periods.³

The campaign also delivered strong intent signals, with click-through rates ranging between 6.5% and 12.2%, reflecting high curiosity and active engagement from viewers.⁴ More importantly, audience sentiment showed that the integration resonated naturally within the gaming environment. Across all three channels, the campaign achieved an average 92.7% positive sentiment, with viewers organically discussing BYD vehicles in chat and reacting enthusiastically to the V2L gaming capability.⁵

By combining creator influence, gaming culture, and product innovation, BYD transformed a technical vehicle feature into a highly engaging community conversation—building awareness, consideration, and cultural relevance in a space where authenticity matters most.

Sources

^1-5 Amazon Internal Data, KSA, 2026