AfterTheBreaks - Digital Growth Strategy

Overview

AfterTheBreaks (ATBs) is a GenZ-focused podcast created to provide a safe, authentic and relatable space for young people to share personal stories and navigate early life challenges. The content revolves around relationships, friendships, family dynamics, and early-life struggles.

Although the podcast was created in my native language, it demonstrates my passion, dedication, and strategic thinking in digital marketing.

Cross-Platform Growth Strategy

My role

Understand The Market

KPI Metrics

• Views

• Retention rate

• Profile views

• Interactions (likes, comments, shares)

• New followers

Challenge

As the sole creator and strategist, I led the project end-to-end, managing both creative and marketing execution:

• Brand Development: Created the brand identity from scratch, including logo design and visual direction

• Content Strategy & Planning: Developed content pillars, posting cadence, and platform-specific strategies

• Audience Research: Identified target audience behaviors, interests, and content consumption patterns (Gen Z focus)

• Scriptwriting & Storytelling: Wrote engaging scripts using relatable scenarios and hook-driven structures

• Video Production: Filmed all content, ensuring strong visual composition and delivery

• Video Editing: Edited short-form videos using CapCut, optimizing pacing, captions, and retention

• Performance Analysis: Monitored engagement metrics (views, likes, retention) to refine content strategy

• Promotional Materials: Designed and edited visual assets to support brand consistency and content distribution

Objective

• Build brand awareness within the Vietnamese Gen Z community

• Establish a relatable and trustworthy podcast identity

• Drive traffic from short-form platforms to long-form YouTube content

• Create a content ecosystem that encourages engagement and storytelling

Target audience

• Vietnamese Gen Z (ages 18 - 29)

• Individuals navigating early adulthood challenges

• Social media active users who consume short-form and long-form

• Create a content ecosystem that encourages

The Vietnamese podcast market is highly competitive and primarily dominated by two formats:

• Solo creators giving advice directly to the camera

• One-on-one interviews with celebrities

Positioning challenge:

• Remaining authentic and engaging without relying on celebrity influence

Location challenge:

• The brand is based in Toronto but targets audiences in Vietnam

• Strong SEO and algorithm alignment to reach the correct geographic audience

• Needed to build traction from zero presence

Result

It highlights my ability to:

• Build a brand from the ground up

• Execute multi-platform content strategies

• Analyze performance metrics and optimize content

• Manage campaigns with a clear objective and measurable results

View ATBs