| Content Strategy
Increased Weee! Community’s UGC and engagement x2 within six months.
Project Type
Content Strategy, Content Writing, User Research
Date
2021
Result
Increased Weee! Community’s UGC and engagement x2 within six months
BACKGROUND + CHALLENGE
Weee! Community is a video-sharing feature integrated into the Weee! app, designed to achieve several key goals:
Product discovery: With thousands of ethnic products available, many users are unsure how to use them effectively.
Community building: The platform encourages loyal customers to connect and share recipe ideas using ingredients bought from Weee!.
Inspiration: For curious foodies looking to try new things, video content on product pages offers ideas and inspiration, helping users explore creative ways to use ingredients available on the app.
Despite having clear goals, we faced challenges in achieving measurable success. Our Community platform had a limited number of repeat users creating and sharing recipe videos, which made it difficult to showcase diverse content. Low engagement was another hurdle, as users lacked inspiration and guidance to produce high-quality video content. Additionally, new customers unfamiliar with ethnic products often hesitate to make purchases, reducing their interaction with the app.
SOLUTION
Step 1) Work with stakeholders.
To solve this, I first collaborated with the marketing, product, and community teams to understand which products drove the most monthly revenue and gather more information on the seasonal promotions planned for the year.
Step 2) Conduct user research.
Afterward, I conducted user interviews to understand any possible challenges they encountered while making videos, or if they needed support. From this research, I discovered that:
Video creators found it difficult to create “good” video content. To address this, I put together a video creation guideline sharing tips and tricks for engaging content, as well as a Community Guideline to ensure Weee! Community was a safe, supportive, and inspiring platform that welcomed all video creators.
Video creators didn’t know what kind of videos to make. After consulting with product and marketing teams, I gained insight of our customer demographics, Weee!’s best-selling products, and new product promotions, which helped define a clear content strategy that worked.
Step 3) Create a content strategy.
After gathering all the necessary information, I created a seasonal content strategy for monthly Weee! Event competitions to inspire users to create food-related video content such as recipes, ASMR’s, mukangs, and unboxing videos using products purchased from Weee!
These monthly event competitions rewarded users with points redeemable for online purchases whenever viewers bought products showcased in their videos.
When crafting my content strategy, I focused on these key drivers:
Demographics: More than 50% of repeat purchasers were moms, so I tailored these events towards the target audience and included other events such as back-to-school lunch ideas, park day lunches, and more.
Recognizing Weee!'s strong Asian customer base, I integrated cultural celebrations like Lunar New Year and the Cherry Blossom Festival, alongside major American holidays such as Thanksgiving and Christmas.
Name brand collaborations: using frequently purchased pantry staples as inspiration, such as oyster sauce and XO sauce, I created recipe-related events in partnership with brands like Lee Kum Kee.
Highlighting new product launches: in collaboration with the marketing team, I strategically aligned exciting new product launches with our monthly events, providing customers a platform to share their excitement through unboxings, taste tests, and creative recipe videos featuring these products.
IMPACT + RESULTS
Through active social media engagement, outreach to leading Video Creators on the Weee! Community platform, in-depth user research, and seamless cross-team collaboration, I successfully implemented a content strategy that achieved the following outcomes:
Doubled UGC and engagement: Within six months, the community saw a 2x increase in both user-generated content and engagement on the platform. Monthly video submissions rose substantially, as users became more inspired and motivated to participate in themed video competitions.
Higher quality content: The video creation guidelines and supportive community environment led to a marked improvement in video quality. Videos were better aligned with brand values and demonstrated stronger storytelling, which enhanced user interaction and overall content appeal.
Boosted sales through UGC on product pages: The addition of high-quality recipe videos to top-selling product pages contributed to a measurable increase in product sales, as customers had clear visual inspiration on how to use products in their own kitchens.
Increased new user confidence and engagement: New users unfamiliar with ethnic products experienced greater confidence in their purchases. This was attributed to relatable, informative content from the community that demystified unfamiliar products.
Overall, these initiatives transformed the Weee! Community into an engaging, informative space that fostered creativity and cultural exploration. By empowering users to share their culinary experiences, Weee! strengthened product trust and inspired both new and returning customers to explore ethnic products with confidence.
