A Food-themed Creative Content Platform @Big Mouth

Big Mouth

original programs

10K

reviews per program

$1000

accumulated sponsorship

Background

Exploring Influential Mediums

After participating in a rural educational program in 2017, I realized that simply relocating teachers brings limited impact. I wanted to explore self-media to gain more influence and decided to merge it with my love for discovering cultural cuisines. This led me to create Big Mouth, a food-themed channel that showcases student discount programs, entertaining videos, and sponsored merchandise specifically curated for students and faculty.

Creating Multimedia Contents

Articles, Videos, and Illustrations

Overall, I conducted interviews with five restaurant owners and authored articles highlighting their unique stories. I also coordinated four video programs spotlighting a range of cultural cuisines, including Northeastern-style grilled cold noodles and Taiwanese bubble tea.

Illustrated by: Gina Lai

Building a Brand

Discount Programs, Sponsorships, and Merchandise

I initiated collaborations with various restaurants to organize exclusive activities for students, enabling ZJU students to benefit from price discounts with their student ID cards. Moreover, I forged a fruitful partnership with the study-abroad agencies. With sponsorships covering program costs, I was able to develop branded merchandise, which propelled my reviews to an unprecedented 10K.

Illustrated by: Gina Lai

Comments

Written by the owner of Panineria, published on WeChat in 2018

"A while ago, a cute girl with glasses often came to the store on an electric scooter to order a cup of sugar-free milk tea + a sandwich, around 9 to 10 o'clock.
One day, she said she wanted to interview us, because she liked our store, and as a college student, she wanted to know more about all walks of life.
Later, every time she came to the store to order breakfast, she took a long time to shoot the material, even if the food had cooled down.
After the article was written, it was sent to us many times to confirm whether there was any inconsistency. To be honest, it is more attentive and sincere than articles written with money.
Seeing that Gina takes a serious and pure attitude towards things, even if I am not a Zhejiang University student, I believe that I can find a lot of delicious and affordable food by following this official account. I recommend it to all of you!
Hope it brings back some young memories for you."

Reflections

Embrace Collaborations while Creating

Initially, I invested significant preparation time attempting to anticipate user preferences. However, I later realized that consistent output leads to the cultivation of a dedicated user base. The suggestions provided by this loyal user group surprisingly align more accurately with market needs than I could have imagined.

Moreover, people possessing special skills, such as photography enthusiasts, sought collaboration with me after my brand became known. The data outcomes of these collaborations were record-breaking. This collaborative synergy not only enriched the content but also fostered a sense of community, making the brand platform more vibrant and engaging.