Digital Strategy

“Appeal to the Heart, Persuade with Reason.”

Social media often emphasizes division, hostility, and negativity. However, just because some people ​may shy away from uncomfortable news does not mean they are disinterested in compelling stories. ​Knowing your target audience is essential for making data-informed decisions and creating an ​engaging narrative that fosters meaningful connections, ultimately resonating emotionally with ​them. Check out some examples of my work.

Milestone

Deliverables

Digital communication—encompassing social media posts, stories, blogs, videos, live streams, ​collaborations with key opinion leaders, micro-influencers and celebrities, and trend utilization—has ​proven effective in boosting awareness within the target audience while also enhancing ​engagement and successfully mobilizing citizens. It’s essential to strategically blend emotion and ​logic to resonate with both the hearts and minds of your audience.

Integrated Strategy

In 2018 “Save Our Country Parks Campaign”, I guided the team in creating a series of myth-busting ​videos and blog, working alongside professionals, scholars, and former government officials to ​debunk misconceptions surrounding the housing crisis. The initiative highlighted improper land ​planning as a fundamental issue and challenged the misleading belief regarding land supply.

In addition to providing our target audience with compelling facts and arguments, we created a ​music video aimed at connecting with their emotions. The video features an energetic youth choir ​performing "Swallow Tail Butterfly," which highlights the environmental concerns of the upcoming ​generation regarding our national parks. This initiative has garnered over one million views on ​Facebook and YouTube, received approximately 10 media mentions, and within just two weeks, it ​has gathered over 30,000 signatures, forming a strong foundation for a successful campaign. Click ​here to learn more about the “Save Our Country Parks Campaign”.

Human Stories

Personal narratives illustrate the difficulties faced due to various issues, stirring empathy for their ​struggles. For instance, as the climate continues to warm, it is often the most vulnerable who bear ​the brunt of the consequences.

Professionalism

Collaborating with professionals is a crucial strategy in the fight against misinformation. For ​instance, during the “Save Our Lantau Campaign,” we partnered with experts and scholars for a ​three-month public consultation. Together, we created a range of myth-busting videos, blogs, and ​social media content. Learn more about the “Save Our Lantau Campaign”.

Video Essays

Developing a series of green hacks videos can expand your audience and enhance your brand ​identity. From 2023 to 2024, I collaborated with a freelance producer to create a series of video ​essays centered on green hacks aimed at dispelling common myths related to topics such as ​biodegradable plastics, recycling, the climate crisis, and reclamation initiatives. Each episode ​garnered approximately 100,000 views.