A third-year Digital Marketing at RMIT University Vietnam
Date published: 25 June 2024
Client
By Phat Le
Content Writer
Digital Content Creation
Le Tan Phat
Words that rank. Visuals that captivate. Recognized as a Top 5 creator for both SEO storytelling and TVC production, I bridge the gap between compelling copy and viral on-screen experiences.
Executive Summary
Industry
Higher Education
My role
Content Creator & Video Producer. Individually authored an engaging, SEO-optimized blog post and collaboratively produced a TVC targeting high school students interested in fashion programs. Both deliverables were built around the campaign theme "Embracing the world from RMIT," highlighting international exposure and global experiences.
Context
RMIT aims to build top-of-mind awareness among high school students (15-18) while overcoming short Gen Z attention spans and local misperceptions of being exclusively for wealthy students. This campaign strategically targets creative individuals aspiring to enter the fashion industry
INDIVIDUAL PROJECT (Blog Post)
KPIs
Maximize search visibility and organic traffic by targeting strategic, low-competition keywords (e.g., "vietnamese fashion entrepreneurship," "RMIT fashion program," "Haute couture") to capture high-intent informational searches from prospective students.
Job to be done
Write an inspiring, SEO-optimized feature article that leverages the "Embracing the world from RMIT" theme. The narrative aims to address emotional barriers, and position the Fashion Enterprise program as a bridge between local heritage (Áo Dài) and global fashion (Haute Couture).
Making the Cut: Top 5
You will become famous content creator with your shining brightly creativity and passion for excellence for sure, Phat
All the best for you.
Lecturer Yen Cherry
GROUP PROJECT (Brand TVC)
KPIs
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Brand Impact: Drive a 20% increase in overall brand engagement and generate 75% positive brand association during the July campaign.
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Reach: Achieve a combined organic reach of 320,000 across platforms (TikTok: 200,000; YouTube: 70,000; Facebook: 50,000).
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Performance: Surpass industry benchmarks with ambitious conversion rates (Facebook: 14%, YouTube: 11%, TikTok: 4%) and a strong TikTok engagement rate of 12%
Job to be done
Produce a dynamic, humor-infused rap battle TVC, tailored for the consideration stage. The video resolves the target audience's core pain point, the hesitation to leave family for international studies, by proving they can embrace global opportunities right at RMIT Vietnam.
Learning Outcomes
SEO-Optimized & Insight-Driven Copywriting
Creative Ideation & TVC Scriptwriting
Digital Content Campaign Planning
Influencers & KOC Strategy
Video Production & On-Screen Acting
Stamp of Approval
Me & my Beloved teammates
Lecturer comment
Dear Global Gieo Que team,
Congratulations on coming to the pitching round for Best Digital Content Creation Video across the campus! It was truly one of the finest performances I've ever seen. Your creative brief was exceptionally well-crafted and practical, your video quality was superb, and your final pitching presentation was absolutely out of expectation. Your pitching performance has completely surprised the client and the audience.
Lecturer Yen Cherry
This course revealed the true reach of my creativity, and showed me how to use it to connect with more people than I ever imagined.
Le Tan Phat