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Hi, I’m Josh.


I'm a writer, content designer, and creative leader with a couple decades of experience in the digital and product spaces. I love connecting strategy and creativity through words, and have had the privilege of doing it with some of the best people and biggest brands in the world. 


Creating a next generation advertising platform


Challenge
With over 1 billion monthly active users, marketers and business owners know they should be on TikTok, but struggle to understand how to harness the growing ad platform and meaningfully connect with audiences in a way that drives results. TikTok came to Work & Co for help establishing them as the partner that unlocks results for every sized business across every stage of their advertising journey.
 
Solution
I helped the team define a strategy for the consolidation of the TikTok for Business (TT4B) ecosystem based on key insights from user research, addressing high-priority friction points in the existing experience to improve KPIs. We then designed a component-based system that optimizes for different use cases and personas and provided direction for measurement strategy, copywriting, and visual QA. By transitioning the site from a marketing focus to one of acquisition, we were able to dive deeper into the true benefits of TikTok ads and drive real results for TikTok while doing so.

Results
The new TT4B ecosystem has seen an 97% increase in interaction rate across the new templates, 10% increase in page scroll depth, 7.2% increase in partner site visit conversion, and 20% increase in click through rate to registration.