“What Cake R U” was an online interactive designed by Cake in 2023 for its graduation season marketing campaign, “Job Hunting Newbie Village.” The primary goal of this campaign was to enhance Cake’s brand recognition in the job-seeking domain. The target audience primarily consisted of young job seekers aged 20–30.
One of the key communication points of the brand marketing was to make more people aware that the Cake official website offers job openings across various fields. Therefore, the quiz focused on “testing your destined workplace role and finding your career direction” to achieve an engaging and logical presentation and communication effect.
Using Gamification and Zero Advertising to Boost Brand Awareness and User Registrations
Four Key Achievements of the “What Cake R U?” Quiz
- Launched during the 2023 graduation season, the quiz has been played by over 10 million people worldwide by the 2024 graduation season. It has been especially popular in Taiwan, Indonesia, Singapore, Malaysia, the United States, the Philippines, Canada, Australia, and South Korea.
- With zero advertising, the quiz went viral naturally on social media platforms like Instagram, X (Twitter), and TikTok, generating impressive organic traffic.
- During the peak viral period, the website traffic and new user registrations hit record highs.
- Even after the 2024 graduation season, the quiz continues to attract over 6,000 monthly organic search visits, maintaining its passive traffic impact.
The quiz was co-created and translated into four languages:
- Chinese version: 你是什麼蛋糕？測出你的職場命定角色，找到職涯方向！
- English version：What Cake R U?——Find Your Path & Ideal Role
- Indonesian version：What Cake R U?——Temukan Jalan & Profesi Idealmu
- Vietnamese version：What Cake R U?——Giải mã lộ trình & công việc lý tưởng của bạn!
Contents
- Why Choose a Personality Quiz? Enhancing Social Sharing Through Gamification
- The Quiz Creation Process and Challenges — Crafting a Great Game Experience Is Key!
- Promoting the Quiz with a Multi-Channel, Focused Social Media Strategy
- “What Cake R U?” Quiz Reaches Over 10 Million Plays with Zero Advertising
- The Surprising Long-Tail Effect: 3 Ongoing Benefits for Cake
Why Choose a Personality Quiz? Enhancing Social Sharing Through Gamification
Gamification and Relevance to the Core Concept
The “quiz” format inherently includes gamified elements and also echoes and extends the core concept of “Job Hunting Newbie Village.” Fresh graduates entering the workforce are like entering a new game with various challenges.
By clicking “Start Quiz,” participants enter the world of “Job Hunting Newbie Village,” and through 12 lighthearted and engaging situational quiz questions, they are helped to find their workplace role and complete job-hunting training levels.
High Social Sharing Potential
Observing the natural social sharing momentum of psychological quizzes (such as the MBTI test), the public is more willing to use “psychological test” that have a deeper connection to their personal identity to help with quick self-exploration and understanding. They are also more likely to share their quiz results with friends, thus creating the opportunity for higher social reach.
Effective Communication of Brand Core
By using “testing your suitable career direction” as the core content of the quiz, it naturally connects to Cake’s service positioning of providing job openings and career resources.
The Quiz Creation Process and Challenges — Crafting a Great Game Experience Is Key!
This was our first time creating a psychological quiz. The most challenging aspects at the time were:
- Balancing the quiz’s fun factor with the accuracy of the content, avoiding being overly entertaining or too serious and boring.
- Creating a great game experience that would make people feel it was fun, accurate, and even something they’d want to share with friends.
Tips Sharing:
- Create an Engaging and Non-Boring Immersive Experience:
We added background music and designed unique illustrations for each question, making respondents feel like they were really playing a game and passing levels. - “Question Design” with Ingenuity:
The quiz questions were designed to be integrated into a scenario or story. - Visually Appealing and Unique Visual Design:
Our visuals adopted a “Pixel Art style” closely tied to the gamified marketing theme concept. - Establish the Logical Foundation of the Quiz:
The design incorporated Holland’s Six Types of Personality theory (RIASEC) as the underlying logical basis, enhancing the credibility and professionalism of the results. - Rich Information on the Results Page with CTA Links Back to Brand Marketing Goals:
For Cake, this meant directing traffic back to relevant job listing pages.
Promoting the Quiz with a Multi-Channel, Focused Social Media Strategy
- Official Social Media Chatbot Traffic:
Pinned posts with main visuals on Instagram and Facebook, users could receive the quiz link by tagging 2 friends in the comments. - KOL Promotion:
Proactively invited KOLs to take the quiz and share it on their Instagram Stories. - Media Coverage:
After going viral within a week, key results were shared with the media to generate media buzz. - Social Word-of-Mouth Sharing:
Shared the quiz link to LINE, Discord, and Facebook communities. - Creating Social FOMO:
All Cake social media accounts continuously shared and reposted user and KOL quiz results to attract more people to take the quiz. - Partnership with Dcard for Collaborative Promotion.
“What Cake R U?” Quiz Reaches Over 10 Million Plays with Zero Advertising
Within one week of its launch in Taiwan, the quiz attracted 600,000 page views without any advertising budget. To date, this quiz page has exceeded 1.5 million views, with social engagement and user participation far exceeding the team’s expectations.
As a result, in early 2024, we translated it into multiple languages and it continued to create a viral sensation on various social media platforms like Instagram, X (Twitter), and TikTok, attracting a large amount of organic traffic.
By mid-2024, over 10 million people had taken the quiz, and it was particularly popular in countries such as Indonesia, Singapore, Malaysia, the United States, the Philippines, Canada, Australia, and South Korea.
This quiz brought us incredible traffic (Pageviews) and new user growth, reaching the historical peak of our platform.
- Chinese version: 你是什麼蛋糕？
- Indonesian version: What Cake R U?
- Vietnamese version: What Cake R U?
The Surprising Long-Tail Effect: 3 Ongoing Benefits for Cake
Long-Tail Organic Traffic
Even though the quiz has been online for over a year, it still receives thousands of organic search queries monthly, indicating high search value and stable search engine visibility. This long-tail content, which requires no additional media budget, continues to bring long-term SEO benefits to Cake.
Strengthening Brand Mindshare
A quiz that is consistently searched for usually means it is interesting, practical, or generates discussion. This quiz has continuously strengthened our brand mindshare.
Accumulation of Content Assets and Remarketing Opportunities
The quiz itself has become a content asset for the Cake brand, serving as a foundation for remarketing and repackaging to extend more outreach strategies. Subsequently, we also launched an upgraded version this year, “What Cake Are You Pro,” which integrates AI functionality, allowing direct AI interaction for talent analysis and providing personalized career advice and recommended job openings.
OOOPEN Lab is a magical tool for fun interactions, simple to use and offering endless possibilities for brands. It empowered Cake to create a highly engaging and shareable experience that significantly boosted our brand awareness and user growth. We highly recommend OOOPEN Lab for any brand looking to connect with their audience in an innovative and impactful way.
Just 3 minutes, and you can quickly create your own personality quiz too!
