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AYZ®

Aurora
Yi Zhang

Content, Social Media & Digital Marketing

Content
StrategyVisual
StorytellingDigital
MarketingAudience
InsightsProject
ManagementInteractive &
Emerging Media

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01

Experience

Marketing · Content · Research · Events

View Experience 02

Data & Insights

Analytics · Research · Audience Behaviour

Explore Insights 03

Creative Work

Social · Video · AI · Interactive Media

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01 — About

I turn ideas into stories
people want to watch.

I turn audience insights into content people want to watch—and results we can measure.

A bilingual content and digital marketing practitioner working across Australia and China. I combine social strategy, short-form production, audience insights and emerging AI tools to take ideas from concept and production through publishing, performance analysis and optimisation.

3.65M+Xiaohongshu Exposure
KOC Account · Content Operations
1.36M+Xiaohongshu Views
KOC Account · Content Operations
719K+Douyin Video Views
KOC Account · Content Operations
63K+Likes on One Douyin Video
KOC Account · Content Operations

Core Capabilities

Built for the whole
content journey.

01

Content & Social Strategy

Platform strategy, content planning, audience growth and community engagement.

02

Video & Visual Production

Scripting, shooting, editing and social-first visual storytelling.

03

Data & Audience Insights

Social analytics, performance optimisation, Tableau dashboards and Excel analysis.

04

AI & Emerging Media

Generative AI, prompt workflows, AI video and interactive digital experiences.

Premiere Pro · CapCut · Photoshop · Canva · ChatGPT · Gemini · Midjourney · Runway · ElevenLabs · Vidu · Tableau · Excel

02 — Experience

Creative range,
professional depth.

2026

Social Media Marketing Intern

Western Sydney Startup Hub · Spacecubed

Content planning, short-form video, event photography and founder-story coverage across Instagram, LinkedIn and Facebook.

2025

Project Assistant Intern

Zero Emissions Research and Initiatives

Cross-national sustainability research, database quality, comparative reporting and responsible generative-AI production.

2024—Now

Social Media Content & KOC Operations

Independent & Collaborative Projects · China / Australia

Managing independent travel content alongside KOC social accounts across Xiaohongshu, Douyin and TikTok, spanning content planning, production, publishing, analytics and performance-led optimisation.

2022—24

Peer Advisor

HKUSPACE

Managed institutional Rednote and WeChat publishing, community engagement and performance-led content schedules.

2023

Scenarist Intern

Cangzhou Lingyun Culture Communication

Scriptwriting, character dialogue, narrative development and creative collaboration through final production.

Education

Bachelor of Communication (Journalism & Communication)

UNSW Sydney · WAM 76.33

Earlier study

Associate of Arts

HKUSPACE · Media, Cultural & Creative Studies · GPA 3.61/4

03 — Data, Research & Insights

From evidence
to actionable insight.

Transforming operational data, cross-market research and audience behaviour into clear, actionable insights.

01 / Data AnalyticsDeloitte · Forage · Jul 2026

Operational Performance Dashboard

Data AnalysisData VisualisationPerformance AnalysisDecision Support
Berlin
Meiyo
Seiko
Shenzhen
Key signal

Daikibo Factory Seiko showed the highest volume of unhealthy machine status; filtering the view isolated laser welders as the dominant device category.

Challenge
Transform operational telemetry into a clear comparison across factories and device types.
Approach
Structured the dataset, created calculated measures and built interactive Tableau views. A separate Excel task classified equality scores across 37 factory-role records.
Outcome
Made differences between locations and equipment categories faster to identify and easier to communicate.

Portfolio reconstruction based on completed Deloitte Australia Data Analytics Job Simulation materials.

02 / Research & ReportingZERI · 2025

Cross-Market Sustainability Research

ResearchComparative AnalysisData SynthesisReporting
01Research

China and global sustainability models

02Analyse

Compare, classify and identify patterns

03Synthesise

Translate evidence into structured insights

04Report

Structure findings and action pathways

Research scope

From Chinese practice to globally adaptable systems

Investigated ecological restoration and sustainable-livelihood models across desertification control, photovoltaics, circular economy, COP30 outcomes and Hainan's green-development pathways.

Outcome

Structured evidence for evaluation

Produced structured research reports and concise summaries to support project evaluation, planning and organisational decision-making.

Capability map

From data to actionable insight.

01Analyse

Clean, classify and compare data.

02Interpret

Identify patterns and performance differences.

03Communicate

Translate complexity into clear visual stories.

04Optimise

Turn insight into the next practical action.

04 — Creative Work

Ideas made visible,
moving and interactive.

Selected projects across social content, research-led storytelling and emerging media.

A · Social Content & Audience Growth

Content that works for real audiences

KOC Growth · Independent Creator · Institutional Social

View projects

Featured Case Study · KOC Social Growth

Cross-Market KOC
Content Operations.

Turning platform behaviour into measurable content growth across Xiaohongshu and Douyin.

3.65M+Xiaohongshu ExposureKOC Account · Content Operations
1.36M+Xiaohongshu ViewsKOC Account · Content Operations
719K+Douyin Video ViewsKOC Account · Content Operations
63K+Likes on One Douyin VideoKOC Account · Content Operations
95%Recommendation TrafficKOC Account · Content Operations
9K+Douyin SharesKOC Account · Content Operations
Context

China & Australia

Supported content operations for KOC accounts across China and Australia, adapting content decisions to different audiences, platform behaviours and recommendation systems.

My Role

End-to-end social operations

Content Planning → Hook & Packaging → Editing → Publishing → Analytics → Optimisation

01 · Audience & Platform

Design for discovery behaviour

Xiaohongshu rewarded searchable value, saves and strong packaging; Douyin required immediate hooks, retention, interaction and recommendation-led distribution.

02 · Content

Adapt the creative system

Topic → Hook → Cover / Title → Structure → Pacing → CTA. Each decision was adjusted to the platform instead of duplicating one format everywhere.

03 · Analytics

Read beyond views

Tracked exposure, views, click-through rate, watch time, completion, engagement and traffic source to understand what was driving each result.

04 · Iterate

Turn signals into the next test

Performance → Diagnosis → Content adjustment → Next test. Publishing became a continuous optimisation cycle rather than an endpoint.

Xiaohongshu KOC account analytics showing 3.65 million exposure and 1.36 million views
3.65M Exposure72% recommendation traffic shows strong alignment between content packaging and platform discovery.
Xiaohongshu post analytics showing 17.7 percent engagement
17.7% EngagementReach was not the only signal—selected content also generated meaningful interaction, saves and comments.
Douyin analytics showing 719 thousand views, 63 thousand likes and 9177 shares
719K Views · 63K LikesA high-performing Douyin video also generated 9K+ shares, extending the result beyond passive viewing.

Social Content · Selected Impact

Work that
moves.

Social Content & Audience Growth40K+ · 21K+

Rednote Travel Content — 40K+ Organic Reach

Developed two audience-focused travel stories using practical hooks, saveable information and platform-native visual pacing. One post generated 40K+ organic views; a second reached 21K+ views and 1K+ likes.

1K+ likesRednoteOrganic reach
Rednote post showing approximately 39,000 views
40K+ reach
Rednote video showing 21,397 views and 1,268 likes
21K+ · 1K+ likes
Social Content & Audience Growth24K+

TikTok Short-form Video — 24K+ Views

Produced and edited a story-led vertical travel video using Adobe Premiere Pro and CapCut. Platform-aware pacing, mobile framing and a clear destination narrative helped the video reach 24K+ TikTok views.

EditingTikTokMobile-first
TikTok travel video showing 24,000 views
24K+ views
Social Operations & Community Growth+30%

HKUSPACE Social Operations — 30%+ Participation

Managed HKUSPACE Rednote and WeChat content across publishing schedules, event copy, poster design, filming and short-video editing. I adapted practical student guides for each platform—including turning an image-heavy food guide into video—and helped increase event participation by more than 30%.

Rednote + WeChatCopywritingContent adaptation30%+ uplift
Hong Kong food guide
Explore the original content portfolio
B · Video & Research-Led Storytelling

Research to production

Video Journalism · Social Interview · Narrative Production

View projects

Video Journalism

Surrounded,
yet alone.

Team video news project · Sydney urban loneliness

Making an invisible issue visible

Surrounded, Yet Alone investigates urban loneliness among young people in Sydney: the tension between living in a densely connected city and still experiencing emotional and social isolation.

I led interview planning, expert outreach and part of the video production. By combining a literature review, qualitative interviews and observational environmental footage, our team translated complex questions around mental health and social connection into a video news story designed for public understanding and emotional resonance.

Literature reviewQualitative interviewExpert outreachInterview planningVideo journalism
Research → Expert voices → Environmental observation → Public story

Social & Cultural Storytelling

Authenticity
still travels.

Australia · Community interview · Research, interviewing & editing

Trust beyond sponsored content

The story began with a chance meeting on a train between Chinese vlogger Max Li and Margie, a Sydney English teacher and loyal customer of Du Plessy Pralin & Otello. Her candid, humorous recommendation introduced Chinese audiences to the shop's hazelnut, meringue and chocolate mousse cake—soon nicknamed the “Old Baby Cake” across Rednote, BiliBili and Weibo.

The response moved rapidly from online attention to local business impact: reported production rose from about 100 cakes a week to 150 a day, with visitors travelling interstate and internationally. Against a media landscape shaped by sponsorships and curated personas, my interview examines why spontaneous trust, humour and cross-cultural human connection can create unusually powerful social influence.

InterviewingSocial researchCommunity storytellingCross-cultural mediaVideo editing
Field interview · Authenticity, trust and local influence

Narrative Production

From Script to
Production.

Cangzhou Lingyun Culture Communication · Scenarist Internship · Jun—Aug 2023

From script room to production floor

I developed scripts, narrative outlines and character dialogue, then worked with the director and creative team as ideas moved toward production. Creative sessions focused on plot arcs, character motivation and refinements that made each sequence clearer and more engaging.

These production records show the wider collaborative environment around the work: location staging, martial-arts performance, camera coverage and repeated takes. The internship strengthened my understanding of how written choices must respond to movement, location and practical filming constraints.

ScriptwritingNarrative developmentCharacter dialogueCreative collaborationProduction awareness
Location staging & camera coverage
Action blocking
Production collaboration
C · AI & Emerging Media

Storytelling beyond conventional video

AI Video · VR · Interactive Game · UX/UI

View projects

AI-Assisted Creative

Ideas become
other worlds.

Three creator-led experiments spanning concept development, prompting, generation and post-production. Select a film to play with sound.

Zero Emissions Research and Initiatives · Project Assistant Internship

Blue Economy Pioneers:
AI Video Storytelling

I transformed substantial research from ZERI's Blue Economy Database into short, accessible AI-assisted stories designed to build public awareness of sustainable innovation. Each case was developed as a distinct visual world, using an anthology-style approach inspired by the creative freedom of Love, Death + Robots.

My production workflow combined case research and factual review with beginning–conflict–solution–insight script structures, prompt development, AI image and video generation, voiceover production, editing, subtitles and copyright-aware music selection. The project prioritised emotional clarity and narrative coherence: story first, technology second.

Research & fact-checkingScriptwritingPrompt engineeringAI visual generationVoiceoverPost-production
01 PLAY FILM
Blue Economy Case 09 · Urban Mining

Hidden Mines Beneath Our Cities

A visual essay reframing the 60+ million tonnes of electronic waste generated each year as an urban resource. The story moves from the damage of extraction to robotic recovery, circular manufacturing and a greener city—revealing that tomorrow’s mines may already exist in our homes, offices and recycling centres.

Storyboard · Narrative architecture
00:00—00:08The hidden crisis

Slow push through an e-waste landfill establishes scale and urgency.

00:08—00:30Value beneath the surface

Macro circuit-board details glow into a mine-versus-city visual contrast.

00:30—00:58Recovery in motion

Fast-cut robotic sorting leads into recycled metals becoming a new phone.

00:58—01:22Circular insight

A green smart city resolves into an Earth formed from electronic circuits.

02 PLAY FILM
Blue Economy Case 02 · Maggot Farming

From Waste to Life

This story follows Father Godfrey Nzamujo’s work in Benin, where slaughterhouse waste becomes low-cost maggot protein for fish and quail feed. It also introduces the medical potential of maggot enzymes, showing how one circular system can reduce waste, support wound treatment and create local economic value.

Storyboard · Narrative architecture
OpeningWaste as conflict

Desaturated slaughterhouse waste and smoke create a stark problem statement.

DevelopmentThe Fly Hotel

Warm African sunrise, wooden trays and macro time-lapse reveal the circular system.

EvidenceBiology becomes care

Molecular enzyme animation transitions into an abstract healing comparison.

ResolutionLocal value, wider impact

Feed, medical gel and women at work culminate in a butterfly transformation.

Selected Project · AI Case Study

Research becomes
a visual system.

03 PLAY FILM
Blue Economy Case 06 · Regenerative Energy

Fuel From the Forest

Set in Colombia’s degraded savanna, this story follows Paolo Lugari and Las Gaviotas as pine regeneration becomes a living energy system. Resin is purified into turpentine fuel while restored forest also supports clean water, employment and carbon value: not burning forests into fuel, but growing the fuel.

Storyboard · Narrative architecture
00:00—00:18A landscape in need

A rusty tanker crosses degraded savanna before a close portrait introduces Paolo.

00:18—00:38Past idea, new context

A monochrome 1947 Honda workshop morphs into a regenerated pine forest.

00:38—01:02System thinking

Water, solar heat and amber resin lead into a four-stage gravity-purification diagram.

01:02—EndFour connected returns

Water, jobs, fuel and carbon value resolve in a seedling, clean flame and forest ambience.

Immersive Storytelling

Evidence Made
Immersive.

Course research project · Distinction

The 20-Minute Park Effect

This independently produced documentary investigates how spending time in nature can positively influence mental wellbeing. Drawing on psychological research, I developed the concept, conducted the background research, wrote the script, filmed and edited the complete work.

The project explores how immersive storytelling and VR can translate evidence-based ideas into an accessible sensory experience. Rather than simply explaining the research, the visual approach invites the audience to slow down, inhabit the environment and consider the relationship between attention, place and wellbeing.

DistinctionResearchScriptwritingIndependent productionVR storytelling
Concept → Research → Script → Filming → Edit
Featured Project · Interactive Experience DesignBrowser-based ethical simulation · Game Design · UX/UI · Interactive Narrative

What Would
You Do?

An ethical simulation exploring how algorithmic systems transform control into seemingly rational decision-making.

Players join the near-future corporation Perfect Life as decision analysts. Efficiency scores, rankings and promotion rewards encourage increasingly direct interventions—until the player discovers that every “recommendation” is enforced upon a real client.

Play the game Live interactive experience · Desktop recommended · No login required
Perfect Life digital recruitment interface
Perfect Life Corporation · Entry sequence
Core design question
When control is packaged as rationality, efficiency and help, can people still recognise that they are harming someone?
01 · Research & concept

Power through a screen

Inspired by Marina Abramović's Rhythm 0, the project relocates unrestricted power into a contemporary digital system shaped by algorithmic recommendation, platform governance, performance culture and self-optimisation.

02 · Narrative system

Waterfall branching

Players share the same major events while empathy, awareness, control and obedience accumulate invisibly. Evidence and behavioural tendencies resolve into exposure, promotion or memory-reset endings.

03 · Behavioral design

Two conflicting feedback loops

Visible efficiency, completion and ranking metrics reward speed. Hidden ethical variables record what the player is becoming. The real antagonist is not a person, but a reward system capable of reproducing itself.

04 · UX / UI system

Interface as narrative

Recruitment letters, leaderboards, work terminals, social feeds and control rooms reveal information in stages. Cold precision keeps the system credible while the content becomes increasingly unsettling.

Performance leaderboard from What Would You Do?
Performance leaderboardEfficiency, ranking and promotion turn compliance into aspiration.
Decision terminal from What Would You Do?
Decision terminalClient lives are reduced to profiles, metrics and apparently rational choices.
Mobile social feed from What Would You Do?
Mobile social feedA second interface reconnects abstract decisions with public consequences.
Felix encounter from What Would You Do?
Felix encounterHuman contact interrupts the system and restores emotional responsibility.
Three possible outcomes

Expose the system.
Become its manager.
Return as a client.

The project demonstrates an end-to-end process spanning social research, concept translation, worldbuilding, game mechanics, branching narrative, UX architecture, visual system design and a working web prototype.

Interactive NarrativeGame DesignUX/UI DesignEthical DesignSystems ThinkingCreative CodingWeb Prototyping