JOOX Anniversary Campaign Design
JOOX is a popular music app among youth in China, Southeast Asia, and South Africa. "JOOX Anniversary" is a significant annual marketing campaign aimed at boosting brand influence, user engagement, and revenue.
Background
Campaign data is imperfect due to inconsistencies in format and brand identity.
"JOOX Anniversary "is one of the major operational events of JOOX Music each year. We use the anniversary to promote our brand or features, boost user retention, or increase business revenue.
However, it lacks of consistent brand identity as the format and promotional content are not uniform.
Thailand
Myanmar
HongKong(China)
Indonesia
Cross Culture Campaign Design
I led the team to strategize, plan, design, and launch the marketing campaign. It resulted in improvements in data metrics, such as a 175% increase in user engagement on the campaign page.
Type
Overview
Sept - Dec 2021 (3 months)
Timeline
Lead Designer
Role
Project Management, Design Strategy,Brand Design
Responsibilities
Due to the impact of the pandemic, the results of the 2020 Anniversary event data were clearly not up to expectations. Users have a low willingness to engage, remain on the app, and share this event.
Business Challenge
Design Challenge
Judging from past designs, users often have no impression of anniversary events as different regions launch different logos and event formats based on business goals.
Thailand
Myanmar
HongKong(China)
Indonesia
have willingness to engage
Only
Only
Only
13%
4%
22%
have retention/conversion behaviour
have willingness to share
users
users
users
“Our problem was that the event format wasn't interesting enough to
get users involved...“
Thailand Team
“Our competitive advantage is we have the high-quality songs ,karaoke and diverse features...”
Hongkong Team
“The best solution to improve the user growth is to send the coupon or gift to the users with the game format...”
Indonesia Team
“Our business target is to increase the users of the premium plans...”
Malaysia Team
Stakeholder Interviews
All skateholders were invitied to discuss the root of the problems and brainstorm solutions,
including the product team lead, marketing team lead, tech team lead and so on.
We finally finished the key tasks of this project, such as:
1.The root of the problem 2. Business target 3. The campaign forms 4. The priority of contents.
Define Strategy
We use the Pirate Model to define all the touchpoints and brainstorm corresponding strategies. Including:
Boosting User Return --> Solution: Promote Anniversary Video and event materials
Improve page retention/conversion --> Solution: Promote landing H5 and Mini-Game
Increase willngness to share --> Solution: Offer rewards and Instagram interaction with users
Brand Strategy
Maintain commonality retaining individuality
Defining theme and keywords
Brainstroming
Defining Ideation & Colors & Elements
Magicube.
The JOOX anniversary project is based on the theme of a multi-dimensional entertainment space, and JOOX is the engineer of this space, according to the user's preferences, which can be switched between different "forms" at any time to meet the needs of the user.
Diverse
Trendy
Fun
What comes to mind when you hear the word "diversity"?
Maintaining commonality while retaining individuality
Thailand
Indonesia
Hongkong
Some creative space needs to be given to the local designer within the brand specification. This strikes a good balance between internationalisation and localisation. Also some localised mechandise.
Final Campaign Design Strategy
Promote the features of the pan-entertainment product to the users.
Strengthen the brand perception of the anniversary event to attract users to return
and participate in the event to receive VIP rewards.
1. Emphasis on diversity of musical content in promotion materials,
such as splash, banner, popup, playlist covers, H5 campaign, tips in JOOX.
2. Highlight VIP rewards on social media and stimulates user engagement.
1. Increase the freshness and enthusiasm of the users by mini-games.
Users can earn rewards through the game, such as coupons.
2. Develop a systematic reward mechanism to stimulate users to participate repeatedly.
Tier 1: 6 hours VIP+discount 100B, Tier 2: 1 day VIP+discount 200B, Tier 3: 3 days VIP+discount 300B...
1. Attract different users to join in the campaign through different content, including music, karaoke, etc.
2. Add effective interactions based on quality content to help convert into listening/K-song behaviour etc.
1. Linking the users together through the Instgram game filter, broadens the user entertainment scene
and enhances the brand influence. Even if users don't use JOOX, they can still participate in the anniversary campaign on instgram and get rewards.
Thanks for reading!
Imapct
Positive impact
We ultimately achieved a very positive data result in this campaign.
The key data of users engaging in the campaign increased by over 100%.
114%
Thailand UV& PV
Acquisition Data
137%
HongKong UV& PV
Activation Data
10000+
Number of people using game stickers
Referral Data
175%
Time spent on current page
Retention Data
54%
Listen Music/Karaoke
Conversion Data