HKAS Kids Corner Humanizing the Hong Kong Arts Centre’s Children’s Program

To address low engagement in the Hong Kong Arts Centre’s children’s short courses, I identified a key barrier: a lack of personal connection between parents and instructors. I led the concept and production of a campaign that spotlighted the passion and personalities of the instructors through a series of four short-form interview videos. By showcasing the educators’ warmth, experience, and teaching philosophies, the campaign aimed to build trust, strengthen emotional resonance, and ultimately increase program sign-ups.

As part of my marketing research course, I worked with Fenix, a real-world startup developing a new social media platform. Our team designed and distributed surveys through Qualtrics, conducted data analysis using SPSS, and structured our research around clearly defined marketing decision problems (MDPs) and research problems (RPs). We provided Fenix with actionable insights and strategic recommendations to guide product development and improve alignment with target user needs.