Christmas Countdown
Overview
During an internship at Zigzag
I directed the company-wide 2021 Christmas promotion event.
- Promotion Planning Lead
- Promotion Management
Collaborated with MD, designers, front-end developers
Guided by a senior marketer
2021. 11 - 2021. 12
Internship : 2021. 10 - 2022. 02
Whimsical, Excel, Zeplin, Asana
Goal
To increase the number of users linking their Kakao accounts for login on Zigzag
Process
1 Ideation
To increase the number of customers linking their Kakao accounts, it was essential to create an appealing promotion that would encourage user participation. This also meant differentiating from competitor apps running similar Christmas promotions at the time. To achieve this, I incorporated the Advent calendar into the mobile screen as the promotional concept.
Moodboard
2 WireframingI designed the layout for the promotion event page, along with the copy and layout for the app banner, with careful consideration of the user flow.
3 Operation
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Monitored page views, click count, and participation rates daily using Google Analytics.
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Conducted A/B testing on banners and prioritized designs with higher click-through rates for exposure.
- Tracked trends in Kakao account link numbers to identify drop-off points and reinforced them with additional development.
Outcomes
The promotion page achieved 600,000 views.
The number of new Kakao account linkages recorded exceeded 7,500.
Featured as a hip marketing promotion case study on the Instagram account @hip.marvie
Takeaways
Bringing the popular Advent calendar concept, traditionally a physical good, into an online format added an element of fun to a simple check-in promotion. This shift in perspective turned a routine task into an engaging experience for users. This example shows how even a small twist can lead to positive outcomes.
The Kakao account linking process was implemented immediately without time for a thorough review, and with some delays in development, we missed out on early conversions during the initial promotion period. Looking back, it would have been more effective to include a deeplink landing button from the start to drive more conversions. While this was a missed opportunity, I’m relieved that quick adjustments allowed us to secure more linkages in the later stages of the promotion.