NKI Distance Learning
Hva slags type student er du?
An interactive quiz-format campaign for Norway's largest distance-learning university - 220K completed views, 1,595 verified clicks driven into the "what type of student are you?" landing experience.
Quiz overlay shown live in-stream
The overlay invites viewers to take a 30-second personality quiz - it's a softer entry point than a "start your degree" CTA, and the right register for Twitch-native placements.
Streamer reactions, captured live
Three clips from the NKI run - shoutouts and overlay moments from the creators who carried the most weight in the campaign.
Pull young Norwegians into a quiz format that drives lead capture
NKI offers distance learning - a category that has to fight a perception problem with younger audiences who default to physical campuses. The "what type of student are you?" quiz was the team's lead-gen vehicle: the goal was to land enough quiz starts that the brand could re-target qualified prospects further down the funnel.
A long-form quiz needs more attention than a banner ad - so the creative had to land in moments where viewers were already paying focused attention to a screen and an open browser tab.
19 streamers, 45 categories, 1,528 hours of total screen time
Beta concentrated NKI's run on creators with high desktop-share viewership - exactly the audience that opens a quiz tab in another window. The campaign earned 90,356 unique viewers and 5,469 unverified clicks across the four-week run.
Twitch Analytics reach. Summed across streamers, not deduplicated.
40% Just Chatting + 14% IRL gave NKI a contextual home - viewers were already attentive, often multi-tabbing, and primed to engage with the quiz creative as a curiosity-driven moment rather than an interruption.
The stream activity around the campaign
Verified clicks and overlay impressions are what we ship in the campaign report. But the stream sessions hosting NKI's overlay also carried far broader exposure - viewers landing on the channels, watching for hours, and engaging in chat (including hundreds of "!NKI" command invocations). From Twitch's own analytics across the participating creators:
Source: Twitch Analytics, summed across the largest profiles in the run. Totals are not deduplicated across channels.
90K unique Norwegian viewers, high-intent quiz audience
78.5% desktop-share means viewers already had a second browser tab open - the ideal landing context for a multi-step quiz funnel.
90K unique viewers driven into a long-form lead-gen experience
NKI's quiz campaign drove 220,003 completed views with 1,528 hours of cumulative screen time. The 1.9% peak-day CTR validated the central hypothesis: gamer-adjacent audiences will engage with thoughtful quiz formats when the placement is contextual rather than interruptive.
With 1,595 verified clicks (and 5,469 unverified) the campaign delivered meaningful top-of-funnel volume into NKI's quiz funnel - at a fraction of typical higher-ed CPL benchmarks.