TikTok Effect House GTM Strategy
In partnership with le Grand Palais
En partneriat avec le Grand Palais
Context
TikTok EffectHouse is a developer / designers' platform that allows designers to design, develop, and submit their self-designed AR/VR effects to TikTok. This product is developed to address three problems: 1) A shortage of AR/VR effect supply to meet the growing user needs; 2) A growing demand from brand partners to create their own branded AR/VR effects; and 3) lack of monetization opportunities for designers.
My role
As the sole PMM and main owner of the project, I led a team of 14 people to successfully launch Effect House and ensure its success in the market.
Competitve Analysis
Understand our customers
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Initial user research showed low NPS about our product. After conducted in-depth user research, including interviews, I have found out our right customer segmentation - young designers, and their specific needs in exposure and monetisation opportunities.
Initial Messaging
TikTok EffectHouse is a powerful, easy-to use VR/AR designer tool that unlease your creativity
Optimized Messaging
TikTok Effect House is the go-to AR effect tool for designers, offering seamless TikTok integration to tap into its community of billions of active users. Become a creator on TikTok and drive revenue with the monetization opportunity provided by thousands of our brand partners.
Growth Plan
Goal
Increase Brand awareness of Effect House and Drive product adoption in Francophone countries
Success Metrics
Product adoption
Total content (AR effects) submission
PV & UV
Offline attendance
Persona
Strategy
Online : Launching an TikTok AR Effects Contest
Offline : Event in partnership with Le Grand Palais in Paris
Cross-channel Promotion : social media, Influencer marketing, inbound marketing
PR : Media coverage
Content Strategy : promotional copy, keywords optimization, landing page design
Slogan
what resonates to them ?
Creativity, freedom with monetization opportunities, Traffic exposure, figures
Tone of voice
Delightful, Friendly
One powerful slogan
Create, Monetize, and Connect with Billions
Distribution channels
Social media (Instagram, Twitter, TikTok,) to promote the contest and drive traffic to landing page
Email marketing to reach out to existing creators and encourage them to participate
Partnership with le Grand Palais to promote the contest and reach a wider audience
Influencer marketing to reach new audiences and promote the contest
Partner with design schools for targeted outreach
In-bound marketing : mini-site landing page, search words optimisation, push notification, banner
GTM Milestones
Landing Page Design
Results
+220%
Product adoption
167
Creator onboarded
+20%
Monetization opportunities
3000
Offline Attendees
with Low CAC
*PR coverage reference :
