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FIND THE UNSIGNED

Jul 2021 - Sep 2021

As part of a wider brand campaign encouraging users and non-users to discover new music on TikTok, cross-functional teams aimed to increase non-user likability and tell the story of emerging music creators who found success through TikTok - 'the Unsigned' artists.

To reach potential new users, we established presence in irl locations around the UK. However, the teams wanted more than just a 'marketing stunt': we wanted the content and our community of creators, to speak for themselves.

I built the solution, a H5 microsite, designed specifically for out-of-app environments, with CTA directing visitors to download or open the app. This was access via a giant QR code on posters in locations like London, Manchester and more.

Scan to view microsite

Tap to view microsite

My Roles:

UI/UX Design

Product Building

Editorial Strategy

Content Strategy

Data and Insights

Teams:

Content

Creator Partnership

Music

Marketing

Brand and Creative

Social and PR

DESIGN, BUILD AND TEST

Jul 2021 - Aug 2021

The focus was to drive people in the streets of London and other cities, to a H5 microsite where they would browse new artists, listen to their tracks and eventually open or download TikTok. This was our first H5 with out-of-home entry points.

I led the design process for the H5, working closely with the brand team to ensure visual consistency, and guiding them through technical capacity and constraints to decide on the best solutions for engagement on the site and new user acquisition.

 

Besides the main entry point in the street of London and other cities, the key entry point in-app was Discover tab banner and social sharing (either on artists' TikTok content or livestreams). To host a large quantity of content, I built a landing page and promoted the list of artists in 4 phases across 4 weeks.

I tested 2 user flow for out-of-app QR code: 1 where users would be redirected to download TikTok immediately as they entered the page, and the other where they were able to browse the content and later choose whether to get the app.

As the campaign could not be shared externally before launch, I tested with a small group internally, who were not involved in the project, and did not have TikTok in their device.

 

In group 1 (QR code redirecting to app store), over 70% exited the page when seeing the prompt to open app store. In group 2 (QR code to browse content and options to install app later), over half ended up downloading the app and reported feeling intrigued to watch more videos from the artists they liked. All of group 2 said they had discovered at least 1 new artists they would then search for on TikTok, Spotify or YouTube.

I shared these insights with the teams involved, visualised the potential user journey and defined our audience, to help decide on locations for these printed QR codes: near public transport and at All Points East festival for a weekend.

The result was good engagement from users who entered via the QR codes. Click rate was 3 times above benchmark, and average stay time per user reached over 8 minutes, 7 times longer than most H5 microsites. The interactive audio preview feature played a big part in this result.

In public, the microsite reached 5.6K people, among these 64% visited the app store after browsing or opened TikTok (if they had the app). Unfortunately, there wasn't a way to confirm the exact number of those who downloaded the app.

 

On Discover tab, the H5 had a total of 46.6K users visiting. Using other data sources in-app, I was able to estimate that out of everyone engaging with this campaign, roughly 37% were new users signing up as the result.

There was a gradual decrease in weekly traffic from the public QR codes, which was expected. In-app Discover tab banner had a slightly below average CTR, as this was a busy period on Discover tab, which led to 'fatigue' in-app.

LEARNINGS AND NEXT STEPS

As the first ever H5 microsite with an out-of-home entry point, this project provided learnings for potential future out-of-home activation involving H5s, like the Content Discovery project.

Our audience seemed to be more intentional and engaged when visiting the H5 in public than when browsing in-app. An assumption is the spike in QR code uses during lockdown, and the fact that this was a digital experience in a tactile environment. In contrast, in-app environment was saturated with an unlimited amount of content, and therefore, this microsite would not have stood out as much.

I also noticed the use of interactive audio preview had a positive impact on engagement, by reducing the steps users had to take to reach a sound on TikTok, and increasing the time they spent on a H5. This became the new standard in our team's design system, where all sound-related features on microsites should have an audio preview option where possible.

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