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.
offering surprise rewards and encouraging users to participate more actively on the platform. It’s designed to boost interaction by inviting users to complete various tasks and challenges, with the promise of receiving unexpected gifts in return. TikTok is giving users the opportunity to enjoy the thrill of earning rewards, saying, "Let’s see what surprises await you!"
But it’s not just about the rewards—this campaign significantly increases user participation. With interactive tasks and the excitement of surprise gifts, it turns users into active participants rather than passive viewers. This kind of engagement is exactly what TikTok thrives on. Moreover, the campaign strengthens TikTok’s position as a leader in social media by pushing the boundaries of user interaction and engagement, showing that it’s not just about watching videos but about creating a dynamic, rewarding experience.
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 community connection. This campaign keeps the platform exciting, engaging, and full of surprises, and I’m here to help bring that to life.
Tukar Hadiah
Kejutanmu
. Overview
. Concept
Context
Kick-off
TikTok's "Tukarkan Hadiah Kejutamu" campaign is designed to boost user engagement by offering surprise rewards for active participation, encouraging users to interact more frequently and consistently on the platform. It reinforces TikTok’s role as a leader in social media by introducing a fun and dynamic reward system that keeps users excited and engaged. This campaign not only diversifies the ways users can interact with the platform but also attracts a broader audience eager to earn and redeem surprise gifts. 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 lively and engaging while also providing valuable insights to shape future strategies.
In the conceptualization phase of TikTok's "Tukarkan Hadiah Kejutamu" campaign, the foundational objectives are crafted around three main pillars: boosting user engagement through rewarding active participation, creating excitement with surprise gifts, and encouraging consistent interaction across the platform. Leveraging in-depth analytics from previous campaigns, TikTok defines its target audience primarily as Gen Z and millennials who are highly active and motivated by rewards. The campaign is named "Tukarkan Hadiah Kejutamu," reflecting its focus on surprising users with unexpected rewards as they engage with content and complete tasks. 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 reward-based activities. This approach ensures the campaign aligns closely with TikTok’s brand ethos and effectively taps into current user trends and preferences, positioning "Tukarkan Hadiah Kejutamu" as a vibrant and rewarding experience.
. 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 interactive challenges, surprise rewards, and point-based activities. 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 "Tukarkan Hadiah Kejutamu" a captivating and rewarding campaign that drives deeper engagement and surprises users for their active participation on the platform.
Central to our campaign: How can we excite and engage our community by offering surprise rewards, while motivating users to stay active and earn gifts through their interactions on the platform?
. Wireframe
. Design
H5
Banner
@2024 By Cindy Susanto - Accessible Design is a Good Design
. Data Collection
User Engagement Metrics
Surprise Reward Accumulation Metrics:
Top Earners: 4 million surprise rewards claimed
Active Participants: 3 million rewards earned
General Users: 2 million rewards collected
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 reward-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 "Tukarkan Hadiah Kejutamu" activities
Content Categorization
Challenge Participation: 55% of total campaign engagement
Reward Redemption: 25% of total campaign engagement
Comment and Share Engagement: 20% of total campaign engagement
. Data Collection
. Reflections
Trend Analysis
Top Reward Claimers have demonstrated a 45% higher engagement in reward-based activities compared to Active Participants and General Users.
Content by Top Reward Claimers has outperformed other categories, achieving an 88% completion rate for challenges.
Campaign Performance Report
Total Campaign Engagement: 25 million reward-based interactions, 2.5 million comments, 3.5 million shares, 130 million views.
Top Performing Content: Reward-based activities by Top Reward Claimers with a 45% higher engagement than other categories.
User Sentiment: 97% positive feedback on participation in "Tukarkan Hadiah Kejutamu" activities, especially among Top Reward Claimers.
Content Optimization
Top Reward Claimers' Activities should be prioritized in future campaigns, especially those with high engagement, as they consistently generate the most interaction.
Interactive challenges and surprise rewards are highly engaging, particularly for Top Reward Claimers, suggesting that TikTok could benefit from promoting more dynamic and rewarding content for participants in future "Tukarkan Hadiah Kejutamu" campaigns.
User Experience Improvements
Consider expanding the variety of challenges and reward-earning tasks available to Top Reward Claimers and Active Participants to boost engagement and cater to the desire for more diverse and rewarding activities within the "Tukarkan Hadiah Kejutamu" campaign.
