Interview & A/B Testing Projects
About Interview Project
To empower international students with insider knowledge of Australian marketing careers through in-depth interviews with industry professionals, sharing real-world experiences, career pathways, and strategic advice for successful market entry.
Skills Applied
Multi-Platform Content Adaptation
Platform optimization – Created different versions for YouTube, Instagram Reels, Red Note
Interview post on Red Note reached over 16,000 impressions
Format customization – Long-form vs. short-form content adaptation
Audience targeting – Tailored content length and style for each platform’s audience
Video Production & Content Creation
Pre-production planning – Location scouting, equipment preparation, interview scripting
Production management – Filming coordination, lighting, audio quality control
Post-production editing – Video editing, platform-specific formatting, content optimization
Partnership Development
Professional networking – Identified and reached out to Australian marketing professionals
Coordination management – Scheduled and managed multiple professional schedules
YouTube Interview Video Showcase
About A/B Testing Project for Red Note
To optimize content performance on Red Note (Xiaohongshu) platform by systematically testing different content formats, messaging styles, and visual approaches to effectively reach and engage international students seeking Australian marketing careers.
Skills Applied
Leadership & Team Coordination
Strategic Content Development
Platform Algorithm Understanding
Marketing Analytics & Reporting
Identity-Based vs. Feature-Focused Headlines
Test Variables:
Post A: Simple, direct messaging with emotional resonance
Post B: Feature-focused, benefit-driven messaging
Results:
Post A Performance: 16,000+ views
Post B Performance: 3,000 views
Performance Gap: 433% higher engagement for Post A
Key Insights:
Audience Psychology: Simplified, emotionally resonant headlines significantly outperformed feature-heavy messaging
Cultural Localization: Direct audience identification created stronger connection than industry jargon
Message Clarity: Concise, relatable messaging drives higher engagement than detailed benefit statements
Strategic Implications:
Content Strategy: Prioritize emotional connection over feature listing for this demographic
Headline Optimization: Simple, audience-specific language generates superior reach
Platform Adaptation: Red Note platform users respond better to conversational, identity-based messaging
Soft Advertising vs. Hard-Sell Advertising
Test Variables:
Post C: Soft advertising approach with personal narrative
Post D: Direct promotional messaging with hard-sell approach
Performance Results:
Soft Advertising (Post C): 16,000+ impressions
Hard Advertising (Post D): 2,000 impressions
Performance Differential: 700% higher reach for soft advertising approach
Key Strategic Insights
Content Marketing Effectiveness:
Soft advertising significantly outperforms direct promotional content by embedding brand messaging within valuable, relatable narrative content rather than explicit product promotion.
Audience Engagement Psychology:
Emotional resonance drives superior performance across both video and text formats. Content that allows audiences to connect personally with the creator’s journey generates higher organic reach.
Platform Algorithm Optimization:
Red Note platform algorithms favor authentic, story-driven content over overtly commercial messaging, resulting in better organic distribution for soft advertising approaches.
Cross-Format Consistency:
Content approach supersedes format type – whether video or text, emotionally resonant soft advertising consistently achieves higher impressions than hard-sell alternatives.