Context
SEEN is a video messaging app that focuses on quick interactions and reactions which are filmed when a user opens a message. It was co-founded by Marvel actress Karen Gillan and Faheem Kajee.
My task was to create a marketing campaign to test couples as a target audience for the app.
Role
Marketing Growth Intern, Summer 2023
Team
Faheem Kajee (Cofounder)
Lily Shui (Marketing and Design Director)
Pitch
At the time, Seen was looking to increase the number of users along with the retention. From our previous groups of users, we noticed a successful use case being one with a significant other. This may be due to a couple's obligation to one another but also aspects of a relationship (comfort with one another and it being more common to send photos, videos, and voice notes to one another)
So, we outlined the following end-to-end for the Battle of the Couples campaign.
1. User taps the tiktok link and visits a website
2. They fill out the form for themselves and their partner
3. Both couples receive an invitation letter with more detailed information and the test flight link
4. Couples receive a second email a welcome packet with fun date ideas
5. Couples also start receiving text messages: Milestones (levels) → sent through by email and text
6. Top 3 couples with the highest points get the prizes (September 18th)
In summary, the website design goals were the following:
☞ mobile view forward
☞ graphics and wording on the website should be funny/distruptive
☞ clean/well designed overall, as the website should feel trustworthy
Viral Marketing
With the marketing campaign, we made a new TikTok account separate form the existing Seen acount. This is so the posts could reach our target audience (<24 yo, female, in the US).
With Lily, I began creating content similar to the relationship content I found on my feed. These posts called the viewer to tag their significant other, which ended up helping the post's engagement. It wasn't until our third day that a post went viral, and we stuck to the post's design for cohesion. In one month, we managed to reach 21K followers, 1.8 million likes, and over 25M views.
Our main focus was emphasizing the social status and reliability of the competition. This required rearranging some of the website information (like the section explaining the reason for the competition and emphasizing how many people are participating through a live leaderboard). The goal in designing the website was to convey that it was one person (specifically, a teenage girl) managing the competition (rather than a company), but that it was still trustworthy. This included sending additional 'digital gifts' like a couples packet to both participants that felt hand designed.
Website Design
App Design
During the internship I also gave feedback on the app and ideated new features.
