Designing a High‑Impact Brand‑Driven Operation Campaign on a Tight Timeline

Introduction

When user traffic growth slows, products need to solve user problems efficiently and provide high‑quality service. Besides improving product experience, operations are crucial for acquisition, activation, and retention, leading to the “Part‑time Gold Rush” campaign.

This article explains how to efficiently create a high‑traffic, revenue‑generating operation activity with limited resources and time.

Core Problem Decomposition

The operation challenges are broken into six 5W1H questions:

What is the goal of the activity?

Who are the target users?

What is the content/theme?

Which channels will be used?

When will it be launched?

How to achieve the goal?

Addressing these with design strategies yields deep user impact.

01 Clarify Goals

The goal is to increase revenue and build brand atmosphere for the 58 Part‑time platform while launching a new gig‑business. The design strategy focuses on growth‑oriented solutions to boost traffic and brand perception.

02 Focus on Target Users

Analysis shows the platform’s primary users are young males aged 20‑40, with part‑time users concentrated at 16‑25, mainly students with spare time. Design content is therefore tilted toward this younger audience.

03 Build Brand

Rapid brand construction involves fixing visual style and format, delivering a main page to developers with room for adjustments, and iterating design assets.

Key visual decisions: 2.5D perspective, micro‑realistic style, high‑saturation youthful colors.

Created a “Little Bee” IP to represent the gig business, symbolizing diligence and earnings.

Designed logo and auxiliary graphics to reinforce brand identity.

Combined logo, graphics, and IP across materials to create a cohesive brand atmosphere.

04 Attract Attention and Increase Clicks

Using the AARRR growth model, design focuses on eye‑catching elements to drive clicks.

AB testing showed that strong color contrast, prominent coins/red packets, safety cues, and user‑aligned copy increase click‑through rates. The B version achieved 1.3× higher clicks than A.

Design enhancements such as prominent rewards, motion effects, and guided arrows boost activation.

Moving the “watch video, do task” entry to the top of the screen raised its click rate by 40%.

Retention tactics include subtle exit dialogs, reward‑focused visuals, and pop‑ups.

Sharing is encouraged through a “invite‑a‑friend” win‑win model with visible rewards.

05 Summary and Takeaways

The campaign exceeded its targets, prompting a small celebration.

Three key lessons:

Shift from executor to driver mindset to better understand and shape projects.

Strengthen brand‑centric design to differentiate the product.

Adopt goal‑oriented, growth‑mindset design to improve conversion and commercial value.