@2024 By Cindy Susanto - Accessible Design is a Good Design
. Data Collection
User Engagement Metrics
Point Accumulation Metrics:
Top Earners: 4 million points accumulated
Active Participants: 3 million points accumulated
General Users: 2 million points accumulated
Comments:
Top Earners: 900,000 comments
Active Participants: 700,000 comments
General Users: 500,000 comments
Shares:
Top Earners: 1.5 million shares
Active Participants: 1 million shares
General Users: 600,000 shares
Views:
Top Earners: 60 million views
Active Participants: 40 million views
General Users: 25 million views
Completion Rates
Top Earners: 98% completion rate for point-based tasks
Active Participants: 88% completion rate for challenges
General Users: 78% completion rate for general activities
Participation Rates
Top Earners: 18,000 users actively participated
Active Participants: 22,000 users actively engaged
General Users: 15,000 users participated in "Panen Poin" activities
Content Categorization
Challenge Participation: 55% of total campaign engagement
Reward Collection: 25% of total campaign engagement
Comment and Share Engagement: 20% of total campaign engagement
. Data Collection
. Reflections
Trend Analysis
Top Earners have demonstrated a 45% higher engagement in point-based activities compared to Active Participants and General Users.
Content by Top Earners has outperformed other categories, achieving an 88% completion rate for challenges.
Campaign Performance Report
Total Campaign Engagement: 25 million point-based interactions, 2.5 million comments, 3.5 million shares, 130 million views.
Top Performing Content: Point-based activities by Top Earners with a 45% higher engagement than other categories.
User Sentiment: 97% positive feedback on participation in "Panen Poin" activities, especially among Top Earners.
Content Optimization
Top Earners' Point-Based Activities should be prioritized in future campaigns, especially those with high engagement, as they consistently generate the most interaction.
Interactive challenges and reward milestones are highly engaging, particularly for Top Earners, suggesting that TikTok could benefit from promoting more dynamic and rewarding content for participants in future "Panen Poin" campaigns.
User Experience Improvements
Consider expanding the variety of challenges and point-earning tasks available to Top Earners and Active Participants to boost engagement and cater to the desire for more diverse and rewarding activities within the "Panen Poin" campaign.
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
Panen
Poin
Highlights.
TikTok's "Panen Poin" campaign is all about rewarding user activity and encouraging engagement across the platform. It’s designed to boost participation by offering users the opportunity to earn points through various actions like watching videos, interacting with content, and completing challenges. TikTok is giving users the chance to accumulate points and win rewards, saying, "Let’s see how much you can earn by staying active and engaged!"
But it's not just about collecting points—this campaign significantly enhances user involvement. With interactive tasks and reward-based incentives, it turns casual viewers into active participants who are motivated to engage more deeply with the content. This kind of interaction is exactly what TikTok thrives on. Moreover, the campaign reinforces TikTok’s position as a leading social media platform by encouraging diverse content creation and user interaction, showing that it’s not just about watching videos but about being an active part of the community.
In my role, I'm responsible for designing the campaign, called H5, following TikTok’s guidelines and the theme we’re aiming for. My focus is on ensuring that everything aligns with TikTok’s vision, enhancing the user experience, and fostering a stronger sense of community. This campaign keeps the platform dynamic, engaging, and full of excitement, and I’m here to help bring that to life.
. Overview
. Concept
Context
Kick-off
TikTok's "Panen Poin" campaign is designed to boost user engagement by rewarding active participation across the platform. It encourages users to interact more frequently by offering points for completing various tasks, such as watching videos, engaging with content, and participating in challenges. This campaign not only diversifies the types of user interactions on TikTok but also attracts a broader audience eager to earn rewards through their activity. By expanding the ways users can engage with content, "Panen Poin" reinforces TikTok’s role as a leading social media platform that values and rewards its community. Through carefully crafted design and user experience strategies, the campaign ensures alignment with TikTok's guidelines and themes, making it both engaging and effective for the community. This initiative keeps the platform vibrant and dynamic while also providing valuable insights to shape future strategies.
In the conceptualization phase of TikTok's "Panen Poin" campaign, the foundational objectives are centered around three main pillars: boosting user engagement through point-based rewards, encouraging consistent interaction with content, and expanding the diversity of user participation on the platform. Leveraging in-depth analytics from previous campaigns, TikTok identifies its target audience primarily as Gen Z and millennials who are highly active and motivated by gamified experiences. The campaign is named "Panen Poin," reflecting its focus on rewarding users for their activity and encouraging them to earn points through various interactions. A dynamic visual theme that resonates with TikTok’s energetic and youthful audience is developed, setting the stage for a variety of engaging content formats, including challenges, interactive tasks, and point-based competitions. This approach ensures the campaign aligns closely with TikTok’s brand ethos and effectively taps into current user behaviors and preferences, positioning "Panen Poin" as a vibrant and rewarding experience that keeps the community engaged and motivated.
. Planning
A dynamic visual theme is crafted to resonate with TikTok’s energetic and youthful audience, setting the stage for a series of engaging content formats, including point-based challenges, interactive tasks, and rewarding competitions. This strategy ensures that the campaign not only aligns with TikTok’s vibrant brand identity but also effectively taps into user behaviors and preferences, making "Panen Poin" a captivating and interactive campaign that fosters deeper engagement and rewards users for their active participation across the platform.
Central to our campaign: How can we motivate and engage our community by rewarding their active participation, while inspiring users to stay involved and earn points across the platform?
. Wireframe
. Design
H5
Banner
