Growth

Snowball · Marketing (general) · Website

The problem

Duration: Flexible. Working arrangement: Hybrid. Expected commitment: Flexible. Key responsibilities: Anything from creating content, to organising popups, to any campaign/strategy to acquire more users to download the Snowball app. Challenge — Get 50% of a Sec 1 & 2 cohort of any Secondary school in Singapore to download Snowball: Snowball is a new social media app designed for Gen Z to document their life without getting sucked into doomscrolling. It's similar to having a Telegram channel but on Snowball, you also get to add your logs to Walls (which are like little collections you can create) and more features that make documenting your moments easier and more fun. There's no algorithm and no feed. If you add friends, you see their logs the way you'd see a Telegram chat: their name with an indicator that they've logged something new, and you tap in to see it. That design has a consequence worth understanding before you start: Snowball is only good if your friends are on it. Ten users spread across ten schools get nothing. Ten users in the same class get a shared diary. So we don't want a headcount. We want density. Your challenge: design a campaign to get at least 50% of a Sec 1 & 2 cohort at one Singapore school to download Snowball, with a meaningful share of them creating Walls and logging and adding their friends on the app. Pick a real school, state roughly how big that level is, and be explicit about what number you're actually targeting. Assume you have a $50 budget. No paid ads are allowed, so organic marketing shouldn't cost money. Think about what could incentivise students to try the app. Put yourself in their shoes. Work out how you'd get access to them, where the social pressure to join an app comes from, and what makes a 13-year-old keep logging after week one. One well-executed idea beats a list of channels. Helpful resources: Download Snowball on the App Store and Google Play and try logging and creating a Wall: https://snowball.day/download — Website: www.snowball.day — Instagram: https://www.instagram.com/snowball.app/ Note: Be specific and realistic: "do a TikTok campaign" tells us nothing; "get the Sec 2 class chat to adopt it as the CCA photo dump because X" is more specific. If you think reaching this age group is the wrong move for us, you can make that case instead. You can use AI like ChatGPT to help you but avoid using it to come up with your whole strategy (trust me, it's very obvious and it doesn't demonstrate what you can add to the table). So be as specific as possible.

What you produce

A short written proposal or slide deck covering: who exactly you're targeting and the insight behind your angle, how you get access to them, the campaign itself, a week-by-week execution plan, and the 2–3 metrics you'd track with a target for each. Do not suggest a lot of ideas. Come up with ONE plan. And be as detailed as possible. For eg. Include at least one piece of sample creative (a poster, a caption, a 15-second video script, a script for how you'd pitch it to a class) whatever best sells the idea. If your idea involves cold emailing someone, do include your email copy as well. And the actual email address of that person (how you found it, etc.) so I can understand your thought process.

The commitment

Starts

Wed 7 Oct, 18:00 SGT

Ends

Wed 7 Oct, 22:00 SGT

Time

On site with the company. Enter the room access code below to apply; submissions open through the end time.

You get

A certificate, judge-attested skills on your profile, and the work itself to show