How a Rental Platform Designed a Winning Graduation Housing Campaign
This article reviews the 2019 graduation rental festival design, detailing how cross‑department communication, product‑strategy analysis, keyword extraction, and innovative visual and interactive elements created a compelling campaign that eased housing pressure for graduates while boosting brand influence and user acquisition.
Background
Every June‑July is the season of summer flowers and university graduations. Millions of graduates face job hunting and housing pressure, prompting a large rental platform to support them with a “706 Graduation Rental Festival” in 2020, offering many rental benefits.
Design Reflections from the 2019 Graduation Rental Festival
Before starting any activity, we first clarify its purpose and goals through extensive communication with product, operations, marketing, and development teams.
Analyzing Product Strategy
We discuss the activity’s strategy and confirm design objectives, focusing on three perspectives: users (graduates), the platform, and merchants (apartments). The goals are:
User: affordable, decent, conveniently located housing.
Merchant: reduce vacancies and increase occupancy.
Platform: boost brand influence and acquire new users.
Brainstorming and Keyword Extraction
We analyze graduates’ rental psychology, emphasize discounts, and incorporate graduation elements to enhance the promotional atmosphere, aiming to increase click‑through and conversion rates.
Key keywords derived from the analysis are “college students,” “red envelope,” and “housing.”
Defining Design Goals
The design goal is to highlight the theme, strengthen the promotional feel, and convey discount information using graduation‑related visual elements.
Key Design Points and New Experiments
We introduced a fresh IP with a blue‑dominant visual style, rounded handwritten fonts, and graduation motifs. Promotional materials such as early‑bird offers, zero‑deposit rentals, and monthly‑pay options were created.
Interactive experiments included a graduation‑student avatar handing out red‑envelope coupons, dynamic effects, GIF animations, and breaking traditional page frames to boost user engagement and sharing.
Project Insights
Team collaboration requires clear milestones, visualized ideas during brainstorming, early agreement on solutions, and continuous progress syncing to ensure timely, high‑quality delivery of large‑scale activities.
Key Participants
Images of the main contributors are shown below.
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