The 2025 challenge
The Marketing Analytics Hackathon Challenge 2025 asks a timely and important question: How can marketing analytics help us uncover insights to more effectively promote climate actions on TikTok?
Participants are invited to tackle this question using a rich dataset drawn from real TikTok activity. Teams are encouraged to define their own focus—whether it’s identifying what types of content gain traction, understanding how creator networks influence engagement, or analysing audience responses to climate-related messaging.
The goal is to generate original, data-driven insights that can help improve the reach and effectiveness of climate communication on the social media platform. Creativity, analytical rigor, and relevance to real-world marketing challenges will be key to success.
Key figures
- 38 team registrations from 20 universities across 8 countries: Australia, Bangladesh, China, India, Iran, Korea, New Zealand, and Vietnam.
- 122 students from 35 different majors, ranging from Business, Computer Science, Engineering, Law, and Math to Design, Media, Data Science, Artificial Intelligence, and Marketing Analytics.
Judges and guests from industry and not-for-profit organization
- Jan Hofmann (TikTok Australia)
- Neill Kerrigan & Suzanne Hurford (Adobe Analytics)
- Sydney Demaría (UNSW Marketing & Digital Experience Analytics Team)
- Ashleigh Johnson & Jack Smyth (Jellyfish)
- Marilene Silva Fernandes (Community First Steps)
Prize winners
1️⃣ K-meme (Korea Advanced Institute of Science & Technology, Korea)
2️⃣ Heebee (Korea Advanced Institute of Science & Technology, Korea)
3️⃣ Bytes for Earth (Australian National University & University of Melbourne, Australia)
Finalists
• Growth Hackers (University of New South Wales, Australia)
• Starburst (Beijing Normal–Hong Kong Baptist University, China)
• Hội con vịt íu lòng (Foreign Trade University, Vietnam)
