GENZDITORONTO

Social Media Content Creator and Post Designer

Overview

GenZdiToronto is a social media platform operated by iaeGlobal Toronto, where I completed my marketing internship. It provides Vietnamese students and newcomers with accessible content about food, lifestyle, events, and places to explore in Toronto.

The platform also supports iaeGlobal’s marketing by building relationships with potential audiences through relevant community content rather than direct service promotion.

GenZdiToronto had built an audience of 3,867 followers, but growth had stalled due to inconsistent posting and a lack of fresh perspectives. At the same time, IAE needed a less promotional way to reach Vietnamese Gen Z in Toronto, as the page required more audience-relevant content and a stronger visual identity to sustain engagement and build long-term trust.

Problem

Objective

My objective was to refresh GenZdiToronto’s content strategy and creative direction to support renewed growth.

I focused on:

Improving posting consistency (weekly)
Translating current trends into culturally relevant content
Providing affordable and practical recommendations
Building a stronger and more professional visual identity
Expanding collaborations with Vietnamese-owned and local small businesses
Supporting IAE’s brand awareness through community engagement

Target Audience

The primary audience was Vietnamese international students, newcomers, and young professionals aged approximately 18–28 in Toronto and the GTA.

They were looking for:

Affordable places to eat, shop, and explore
New experiences beyond mainstream Toronto recommendations
Trusted services relevant to student and newcomer life
Content connected to current Gen Z trends
Culturally familiar recommendations in Vietnamese
Exclusive offers and better-value options from local businesses

My Role

Content Strategy: Researched audience needs and social trends, developed recurring content series, and planned relevant content for Vietnamese students and newcomers.

Content Creation: Wrote bilingual social copy and designed professional carousels and promotional assets for Instagram.

Partnership Marketing: Created audience-oriented content with Vietnamese-owned and local businesses while supporting IAE’s giveaways, campaigns, and community events.

Strategic Approach

Framework

The strategy used trend-led, practical, and locally relevant content to restore consistent engagement, build community trust, and strengthen IAE’s presence among Vietnamese Gen Z in Toronto. It emphasized affordable discovery, recurring content pillars, Gen Z-focused design, honest reviews, and audience-first partnerships. This approach gave audiences clear reasons to follow the page while connecting local businesses with potential customers and creating long-term brand value for iae global.

Adapting to audience-driven trends by prioritizing cost-effectiveness

I monitored social and cultural trends and evaluated them against the interests, budgets, and everyday realities of Vietnamese Gen Z in Toronto. I then developed timely and practical content from the perspective of students and newcomers exploring the city on a budget.

Content Pillars

Based on these audience insights, I established four content pillars, each with a clear purpose:

Food: Affordable and distinctive. Highlighting accessible dining experiences beyond mainstream recommendations.
- Content included Hidden Japanese Gems and Unique Korean Deals.
Gen Z Trends: Timely and exploratory. Connecting emerging trends with local experiences.
- Content included The Y2K Digicam Hunt, photobooths, and viral coffee shops.
Lifestyle: Aspirational but accessible. Helping students experience Toronto through achievable activities.
- Content included Make the Most of Summer in Toronto, wedding photo locations, and unique cocktail spots.
Benefits: Practical and value-driven. Helping students and young people access overlooked benefits and save money.
- Content included Student Perks You Might Be Missing, brand deals, Toronto discounts, and saving tips.

Together, these pillars balanced discovery, entertainment, and practical value, giving audiences clear reasons to follow and return to the page.

Repeatable Content System

To improve posting consistency, I strengthened recurring series and developed reusable carousel structures. This streamlined content planning, reinforced brand recognition, and created a more sustainable publishing system.

Gen Z-Focused Creative Direction

I refreshed the page with a polished visual system that remained expressive and youth-oriented. Stronger hierarchy, playful layouts, distinctive typography, Gen Z language, and trend-aware visuals made the content feel professional without appearing overly corporate.

Mutually Beneficial Partnerships

I supported collaborations between iaeGlobal, content creators, and Vietnamese-owned or local small businesses. GenZdiToronto provided honest, relatable reviews and exclusive deals for its audience while helping partners reach a relevant and highly targeted community.

This positioned GenZdiToronto as a trusted connection between Vietnamese Gen Z and local businesses, rather than simply another advertising channel.

Business Value for iaeGlobal

By leading with useful content and audience-first partnerships, GenZdiToronto helped iaeGlobal build recognition and trust before promoting its services. The strategy strengthened iaeGlobal’s relevance within the Vietnamese student community and created opportunities for future campaigns, events, partnerships, and lead generation.