Time: June to Augustus 2024
Role: UX Design Intern
Involvement: Mobile Live Campaign Design and Banner, Design
Team: Martha David, Thara Nadhirah, Yumei Chen, Arnetta Putri, Nataja Azalee, Kevin Winarta
SUMMER INTERNSHIP
Highlights.
TikTok's "Don't Go Live and Drive" campaign is all about promoting safety and responsibility, urging users to avoid the dangerous act of live streaming while driving. It’s designed to protect both the users and those around them by emphasizing the importance of staying focused on the road. TikTok is reminding creators and viewers alike, "Your safety is the priority—don’t risk it by going live while driving."
This campaign is not just a reminder; it’s a significant effort to reduce risky behaviors on the platform. By integrating clear guidelines and encouraging responsible actions, it aims to prevent accidents and ensure that users engage with the app safely. This focus on safety is exactly what TikTok is committed to. Moreover, the campaign reinforces TikTok’s role as a responsible social media platform by pushing the boundaries of how content can be created and consumed safely, showing that it's not just about entertainment but about maintaining a safe and positive environment.
In my role, I'm responsible for designing the campaign, called H5, following TikTok’s guidelines and the safety theme we’re aiming for. My focus is on ensuring that everything aligns with TikTok’s vision of user safety, enhancing the platform experience while fostering a stronger, more responsible community connection. This campaign keeps the platform safe, responsible, and full of positive energy, and I’m here to help bring that to life.
Don’t Go Live
and Drive!
. Overview
. Concept
Context
Kick-off
TikTok's "Don't Go Live and Drive" campaign is designed to promote safety and responsible behavior, encouraging users to prioritize their well-being by avoiding live streaming while driving. It reinforces TikTok’s commitment to user safety by discouraging dangerous behaviors and fostering a culture of caution and awareness. This campaign not only highlights the importance of staying focused on the road but also aims to protect both users and the broader community.
Through carefully crafted messaging and user experience strategies, the campaign ensures alignment with TikTok's guidelines and safety themes, making it both impactful and effective for the community. This initiative helps keep the platform safe and responsible while also providing valuable insights to shape future safety-focused strategies.
In the conceptualization phase of TikTok's "Don't Go Live and Drive" campaign, the foundational objectives are centered around three main pillars: promoting user safety, reducing risky behaviors on the platform, and raising awareness about the dangers of distracted driving. Leveraging in-depth insights from previous safety initiatives, TikTok defines its target audience primarily as Gen Z and millennials who are active on social media and likely to engage in real-time content creation. The campaign is named "Don't Go Live and Drive," reflecting its focus on encouraging users to prioritize safety over content creation while driving.
A clear and impactful visual theme is developed to resonate with TikTok’s energetic and youthful audience, setting the stage for a variety of educational content formats, including safety reminders, user testimonials, and community-driven messages. This approach ensures the campaign aligns closely with TikTok’s commitment to user safety and effectively addresses current behaviors and preferences, positioning "Don't Go Live and Drive" as a crucial and responsible safety initiative.
. Planning
A clear and impactful visual theme is crafted to resonate with TikTok’s energetic and youthful audience, setting the stage for a series of educational content formats, including safety reminders, real-life testimonials, and cautionary messages. This strategy ensures that the campaign not only aligns with TikTok’s commitment to user safety but also effectively addresses user behaviors and preferences, making "Don't Go Live and Drive" a compelling and responsible campaign that promotes safe practices and encourages users to avoid live streaming while driving.
Central to our campaign: How can we protect and educate our community by promoting safe behaviors, while inspiring users to stay responsible and avoid live streaming while driving?
. Design
H5
@2024 By Cindy Susanto - Accessible Design is a Good Design
. Data Collection
User Engagement Metrics
Safety Awareness Metrics:
Top Advocates: 4 million safety pledges signed
Active Participants: 3 million safety commitments made
General Users: 2 million safety messages shared
Comments:
Top Advocates: 900,000 comments
Active Participants: 700,000 comments
General Users: 500,000 comments
Shares:
Top Advocates: 1.5 million shares
Active Participants: 1 million shares
General Users: 600,000 shares
Views:
Top Advocates: 60 million views
Active Participants: 40 million views
General Users: 25 million views
Completion Rates
Top Advocates: 98% completion rate for safety-related tasks
Active Participants: 88% completion rate for safety challenges
General Users: 78% completion rate for safety awareness activities
Participation Rates
Top Advocates: 18,000 users actively participated
Active Participants: 22,000 users actively engaged
General Users: 15,000 users participated in "Don't Go Live and Drive" activities
Content Categorization
Safety Challenge Participation: 55% of total campaign engagement
Safety Pledge Commitments: 25% of total campaign engagement
Comment and Share Engagement: 20% of total campaign engagement
. Data Collection
. Reflections
Trend Analysis
Top Safety Advocates have demonstrated a 45% higher engagement in safety-related activities compared to Active Participants and General Users.
Content by Top Safety Advocates has outperformed other categories, achieving an 88% completion rate for safety challenges.
Campaign Performance Report
Total Campaign Engagement: 25 million safety-related interactions, 2.5 million comments, 3.5 million shares, 130 million views.
Top Performing Content: Safety-focused content by Top Safety Advocates with a 45% higher engagement than other categories.
User Sentiment: 97% positive feedback on participation in "Don't Go Live and Drive" activities, especially among Top Safety Advocates.
Content Optimization
Top Safety Advocates' Activities should be prioritized in future campaigns, especially those with high engagement, as they consistently generate the most interaction.
Interactive safety challenges and awareness campaigns are highly engaging, particularly for Top Safety Advocates, suggesting that TikTok could benefit from promoting more dynamic and impactful content for participants in future "Don't Go Live and Drive" campaigns.
User Experience Improvements
Consider expanding the variety of safety challenges and awareness tasks available to Top Safety Advocates and Active Participants to boost engagement and cater to the desire for more diverse and impactful activities within the "Don't Go Live and Drive" campaign.