Turning users into advocates through participation
SmallTalk2Me had strong word-of-mouth among individual users but limited organic reach on social platforms. The marketing team wanted to run a giveaway campaign to expand brand awareness, increase platform trial sign-ups, and create a library of user-generated content showcasing real experiences with the product.
I designed all visual assets for the campaign — banners, social posts, landing page — and collaborated on the campaign structure and participant guidelines.
Designed for sharing, built for trust
Worked with the marketing team to define participation mechanics: users shared a post about their SmallTalk2Me experience with a campaign hashtag, and were entered to win cash prizes. Simple enough to lower the participation barrier, engaging enough to generate genuine content.
Designed a campaign visual system — announcement banner, entry confirmation screen, progress counter, and winner announcement assets — with consistent branding that extended SmallTalk2Me's existing identity without duplicating the product UI.
Designed the campaign landing page with a clear three-step participation guide, prize visibility, and a live submission counter. The page was optimized for mobile — the majority of participants accessed it from social media links on their phones.
Set up a Trello board to coordinate campaign milestones: launch, mid-campaign check-in, winner selection. Built a lightweight submission monitoring system to track entry volume in real time.
10,000+ submissions, measurable lift
The campaign ran across Instagram, TikTok, and LinkedIn with consistent branding and messaging. The combination of cash incentives and authentic user-generated content produced a strong feedback loop: high-quality submissions drove organic reach, which drove more submissions. The UGC library generated during the campaign was later repurposed across SmallTalk2Me's owned channels.