Event Campaign Design
This project comes from a 50-year-old brand, Snow White, that produces skin care, shampoo, shower gel and other daily products in Taiwan. In order to renovate the brand, we help the client to operate a marketing campaign and make an event site to engage with their major target audience and the younger.
Project Objective Were to:
Make an event site with decent visual design
Drive more people to complete the action ( fill up the receipt lottery )
Monitor user data with Google Analytics tracking code
I was the project manager and UX designer.
Generally, event sites tend not to have complicated features but more eye-catching visual design and interactions to attract people. Accordingly, on the landing page, we decided to put the event time with motion and countdown on the header to emphasize the limited time to participate this event. Not only did this site promote the event, but it also introduced our client's products. So we made product introduction more interactive and animated to people.
With our media buying strategy, we intensively tracked data like bounce rate, clicks, impressions, traffic channels, actions and user behaviors on the site so that we were able to optimize and refine our media buying plan.
Hypothesis & Measurement
We supposed the CTA button on the landing page would directly guide visitors to the event registration section below. In order to prove hypothesis, we monitored 'clicks' of the CTA button on the landing and also these of the button 'send' from the registration form. After, the data showed clicks of the button on the landing page was almost equal to these of the button 'send'. In a word, the CTA button did successfully drive people to fill up the form below.