"Vững Bước Việt" Campaign
Empowering Vietnamese International Students & Newcomers
- Duration: Aug 2024 - Dec 2024
- Platforms: Facebook, Instagram, Threads
- Role: Social Media & Event Coordinator
- Organization: Job Buddies
Project Background
In 2024, Job Buddies identified a critical gap in community engagement among Vietnamese international students and newcomers in Canada. Despite offering valuable career coaching services, our social media presence was fragmented, and we weren’t effectively reaching our target audience during their most vulnerable transition period.
📉 Low Engagement
Only 9.7% engagement rate across platforms
🎯 Unclear Messaging
Mixed Viet-Eng content confused audience
📅 Inconsistent Posting
Sporadic content creation and scheduling
🤝 Limited Community
Lack of peer-to-peer support network
The “Vững Bước Việt” (Confident Vietnamese Steps) campaign was born from the need to create a cohesive, culturally-relevant social media strategy that would not only increase engagement but build a supportive community where Vietnamese students and newcomers could find both professional guidance and emotional support during their career transition journey.
Strategic Approach
Phase 1: Research & Planning (Aug 2024)
Conducted audience analysis through surveys and focus groups with 150+ Vietnamese students. Identified peak social media usage times, preferred content formats, and key pain points in job searching.
Phase 2: Content Strategy Development (Sep 2024)
Created comprehensive content pillars: Career Tips Tuesday, Success Story Thursday, Weekend Motivation, and Community Challenges. Developed Vietnamese-first approach with strategic English integration.
Phase 3: Community Building Activation (Oct-Nov 2024)
Launched hashtag campaigns #VũngBướcViệt and #JobBuddiesFamily. Initiated peer mentorship program through social media connections and organized virtual networking events.
Phase 4: Optimization & Scale (Oct-Nov 2024)
Analyzed performance data, A/B tested content formats, and scaled successful initiatives. Integrated user-generated content and established community ambassadors.
Content Strategy & Execution
Our content strategy focused on creating culturally authentic, professionally valuable content that resonated with Vietnamese international students and newcomers.
The strategy centered on three core pillars: Cultural Relevance, where content addressed specific Vietnamese cultural contexts and transition challenges; Professional Practicality, providing actionable career guidance tailored to the Canadian job market; and Community Connection, fostering peer-to-peer support and shared experiences among community members.
Content Series Framework
TỪ ĐIỂN TÌM VIỆC
Job Search Dictionary
THẤT BẠI HAY CƠ HỘI
Failure or Opportunities
Back2School Series
Student Life & Career Prep
VVYou SEE
Networking Workshop Series
Job Search Dictionary
"Everything About Consulting in Canada"
Comprehensive guide covering responsibilities, best companies, salary ranges, and career paths in consulting industry.
Series: Job Search Dictionary
Format: Infographic carousel
Impact: Most saved post of the month
Testimonials
"Client Success Stories"
Reviews and comments from clients who successfully achieved their goals through their experience working with Job Buddies.
Series: Client Success Stories
Format: Testimonial Feature
Impact: Generated 12 new inquiries
Educational content
"Everything About Networking - Let's learn together!"
Networking educational content helps job seekers build new connections and gain insights from other professionals in their field.
Series: Professional Development
Format: Educational Carousel
Performance: Highest save-to-like ratio
Motivational Content
"Gold is tested by fire, strength by adversity"
Motivational quotes, real stories, and advice shared by professionals throughout their career journeys.
Series: Weekly Motivation
Format: Inspirational Quote Design
Engagement: 12.3% engagement rate
Job Market Insights
"Current job openings across multiple industries"
Keeping followers informed through weekly job updates from various sectors.
Series: Job Market Updates
Format: Job Board Compilation
Impact: Most shared content type
Online Resume Review
"Book your Resume Review Session"
Actionable tips to help Vietnamese students tailor their resumes and work experience effectively.
Series: Service Promotion
Format: Event Announcement
Conversion: 18.4% sign-up rate
Content Samples
Event Coordination
Beyond content creation, I coordinated impactful in-person and virtual events that strengthened community bonds and provided direct career development opportunities.
Networking Workshops
Career skills networking workshop focusing on IT & Technology professionals in partnership with HTI Edu Canada.
📊 Results:
Resume Review Workshops
Free resume review workshop with expert mentors providing live feedback and guidance
📊 Results:
Job Coaching Program Success
Comprehensive job coaching program graduation and success celebration with community members
📊 Results:
Tools & Technologies
Key Learnings & Future Applications
Cultural Authenticity Drives Engagement
Vietnamese-first content strategy increased engagement by 90%. Authentic cultural connection proved more powerful than bilingual compromise, creating deeper community bonds.
Platform-Specific Optimization
Instagram Stories for behind-the-scenes content, Facebook for detailed discussions, Threads for quick motivation - each platform served distinct community needs effectively.
Community-Generated Content
Success stories and peer advice generated 2.5x more engagement than brand-created content, highlighting the power of authentic community voices and experiences.
Data-Driven Storytelling
Combining emotional storytelling with concrete data (salary ranges, success rates) created most-saved content, showing audience values both inspiration and practical information.