Average combined video views
Across Weibo and WeChat Channels for multiple short-form videos produced during my role.
Hospitality / Brand content & digital campaigns
GO-GYUDOContent & Social Campaigns
Content planning, creator partnerships and paid promotion for a Japanese BBQ restaurant group. A selection of seven films shows how consumer education, product launches and seasonal campaigns became social content.
Watch the work ↘- Brand / Employer
- GO-GYUDO Catering Group
- Period
- Jul 2021–Jun 2022
- My role
- Digital Content & Social Media Manager
- Scope
- Campaign planning · Content · Creators · Paid promotion
01 / The brief
Give people a reason to watch — and a reason to visit.
The brand needed content for different decisions: helping guests understand how to grill unfamiliar cuts, introducing a new milk drink, and connecting Women’s Day with a dining occasion. Each brief needed a different story, format and publishing plan.
02 / My contribution
Hands-on content, within a wider marketing team.
- Personally developed concepts and scripts, edited, captioned and published the milk drink, Women’s Day and Today’s BBQ Stories videos featured first below.
- Planned content schedules and campaign communications; coordinated influencer fees, briefs, store visits and content approvals.
- Executed approved paid promotions, compared channel performance in Excel and recommended changes to spending and activity.
Campaigns and account growth were shared team outcomes. My involvement varied between joint responsibility and participation; management approved campaign plans and budgets. Women’s Day English subtitles were added for the portfolio in 2026.
03 / Strategy & execution
Different briefs. Different creative and channel choices.
Make cooking useful
The consumer-education brief became a repeatable cooking series. Food close-ups and step-by-step captions explain turning, cutting and serving, shaping the edit around a practical payoff.
Match the message to the moment
The milk drink uses a compact pouring-to-product sequence for a selected new launch. Women’s Day uses working lives and dining scenes to build a people-led seasonal story.
Let response inform channel choice
After weak participation in a Weibo voucher activity, I compared the results and recommended prioritising WeChat for voucher campaigns. Content openings, pacing and captions were also refined using trends and audience feedback.
04 / Outcomes in context
What the project delivered.
Store-launch article reads
Approximate cumulative reads of a store-launch campaign article I wrote.
Weibo followers from launch
The brand account grew from zero during my employment, through team activity and daily operations.
Period: July 2021–June 2022. Views are platform counts, not unique people. The video average refers to multiple videos from that period, rather than the individual performance of all seven films selected here. Women’s Day’s supporting WeChat article separately received 6,000+ reads, 15 shares and 24 comments.
05 / Selected creative work
Start with three representative films.
Recommended viewing
Start with three selected videos.
A 17-second product introduction, a people-led seasonal campaign with English subtitles, and a recurring BBQ series offer three ways into the work.
Original channels, transferable formats.
Originally published on Weibo (microblogging), WeChat Official Accounts (editorial content) and WeChat Channels (short video). Opening hooks, pacing, captions and product demonstrations are approaches I can adapt for TikTok and Instagram Reels.
The complete collection
Seven selected films. One brand.
Explore by theme. Play a film here, or expand the creative process.
01Social series & products
Xinjiang Milk Drink — A Bright Product Introduction
My role: Concept development, scriptwriting, editing, captions and publishing.
A compact product video moving from pouring and topping to the finished drink. A bright background, ingredient close-ups and graphic product labels create a clear visual introduction, giving the drink a distinct identity within the wider restaurant menu.
Vertical · 0:17
Creative process & contribution
A compact product video moving from pouring and topping to the finished drink. A bright background, ingredient close-ups and graphic product labels create a clear visual introduction, giving the drink a distinct identity within the wider restaurant menu.
- The idea
- Introduce a new drink selected for promotion, making the product immediately recognisable.
- Creative choice
- The edit follows pouring, toppings and the finished drink, then uses product labels to make the launch message clear in a compact format.
- Original platforms
- Weibo · WeChat Official Account · WeChat Channels
02Seasonal campaigns
Women’s Day — A Toast to Yourself
My role: Concept development, scriptwriting, editing, captions and publishing.
A people-led campaign connecting Women’s Day with the idea of taking time for yourself. Portraits of women at work and at the table are interwoven with food preparation, dining and a Lemon-Dou collaboration, giving the campaign an emotional story beyond the product.
Landscape · 1:28 · English subtitles · Portfolio update, 2026
Creative process & contribution
A people-led campaign connecting Women’s Day with the idea of taking time for yourself. Portraits of women at work and at the table are interwoven with food preparation, dining and a Lemon-Dou collaboration, giving the campaign an emotional story beyond the product.
- The idea
- Build a seasonal campaign around Women’s Day, connecting the brand with a moment of self-appreciation.
- Creative choice
- Interweaving women’s working lives with dining scenes gives the campaign a human thread. The English-subtitled portfolio version makes that story accessible to an English-speaking viewer.
- Original platforms
- Weibo · WeChat Official Account · WeChat Channels
03Social series & products
Today’s BBQ Stories — Fire-Grilled Angus Skirt Steak
My role: Concept development, scriptwriting, editing, captions and publishing.
An episode from a repeatable cooking-led content series, following Angus skirt steak from the plate to the grill. Close-ups and instructional captions explain when to turn, cut and serve the meat, combining practical guidance with an appetising product demonstration.
Landscape · 0:46
Creative process & contribution
An episode from a repeatable cooking-led content series, following Angus skirt steak from the plate to the grill. Close-ups and instructional captions explain when to turn, cut and serve the meat, combining practical guidance with an appetising product demonstration.
- The idea
- Turn a cut of beef into a useful story: show viewers how to cook it, not just how it looks. The brief called for consumer education about the product and how to grill it.
- Creative choice
- A repeatable cooking-led format combines food close-ups with step-by-step on-screen guidance. This episode follows Angus skirt steak from plate to grill, with turning, cutting and serving steps shaping the edit.
- Original platforms
- Weibo · WeChat Official Account · WeChat Channels
04Seasonal campaigns
Winter Menu Launch — A Taste of the Season
A vertical menu showcase introducing winter dishes and drinks through close-up preparation, pouring, grilling and serving. On-screen product names guide viewers through the selection, bringing several new items together in one concise seasonal story.
Vertical · 0:57
Creative process & contribution
A vertical menu showcase introducing winter dishes and drinks through close-up preparation, pouring, grilling and serving. On-screen product names guide viewers through the selection, bringing several new items together in one concise seasonal story.
05Social series & products
Japanese BBQ Ribeye — From Marbling to the Grill
A product-focused film built around the visual qualities of ribeye: marbling, thickness and the transformation of the meat over heat. Tight framing and sustained grilling sequences keep attention on the ingredient, making texture and preparation central to the story.
Vertical · 1:11
Creative process & contribution
A product-focused film built around the visual qualities of ribeye: marbling, thickness and the transformation of the meat over heat. Tight framing and sustained grilling sequences keep attention on the ingredient, making texture and preparation central to the story.
06Restaurant & brand
Olympic Sports Centre — Inside the Restaurant
A venue film introducing the Olympic Sports Centre location through its entrance, bar, seating and interior details. Moving views and wider compositions connect individual design features, helping prospective guests picture the space before visiting.
Landscape · 0:30
Creative process & contribution
A venue film introducing the Olympic Sports Centre location through its entrance, bar, seating and interior details. Moving views and wider compositions connect individual design features, helping prospective guests picture the space before visiting.
07Restaurant & brand
Izakaya — An Evening Around the Table
An atmosphere-led concept film bringing together warm interiors, open-grill preparation, shared dishes and drinks. The sequence moves between the space, the food and moments of eating, presenting the izakaya as a complete evening experience.
Landscape · 0:27
Creative process & contribution
An atmosphere-led concept film bringing together warm interiors, open-grill preparation, shared dishes and drinks. The sequence moves between the space, the food and moments of eating, presenting the izakaya as a complete evening experience.