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Disseration & Creative Project
Project type
Digital Marketing Research & Creative Strategy
Date
August 2025
What I created
Market Research Infographic: Summarised primary and secondary insights from my dissertation in a visual, data-driven format.
Creative Process Presentation: Documented the full journey of developing my travel brand; from concept, strategy, and brand pillars to content creation and editing.
Content Testing & Analysis: Created 3 months of travel and lifestyle content, monitored engagement, and reflected on what performed well to adapt my strategy.
Platform Strategy: Expanded my TikTok brand to Instagram and a personal travel blog, aligning all content to my SMART objectives.
Career Development Plan: Short term- launch and grow my TikTok travel presence. Medium term- solo travel Asia for 3 months to test insights further. Long term- become a travel UGC creator. I also created a step by step guide presentation on how I can become a UGC Creator; includes pitch decks, UGC examples, mock brand collaborations, contract, and storyboards.
Outcome
This project received a First grade (80%) and allowed me to merge academic research with real-world creative execution. It clarified my career direction in travel content marketing and provided me with a tested framework for building authentic, emotion-led digital content. The work also set the foundation for my upcoming travel and content creation plans across Southeast Asia.
Skills
Market research & consumer insight generation, emotion-driven storytelling, social media strategy, content creation, social media analytics & performance reflection, visual communication, UGC creation & brand pitching.
This project explored how TikTok influences Gen Z's travel planning behaviour, and how emerging travel content creators can strategically respond to these trends. Combining academic research with creative execution, I produced both a 3000 word research report and a creative project that applied these insights in practice.
The creative project involved building and testing my own travel and lifestyle brand across TikTok and Instagram, guided by an emotion-driven content strategy designed to connect with Gen Z audiences.
