When @ntu_gemdiscover was launched in December 2025, there was a “Cold Start” problem.

As a brand-new page with no followers, we were operating in an environment of “Institutional Blindness” as undergraduates historically ignore official university broadcasts. Global mobility was shrouded in “Information Inertia”, resulting in “Legacy Myths”.

Our deep-dive into student sentiment identified five bottlenecks:
1. Scarcity Fear
2. Timing & Eligibility
3. The Wealth Gap Myth
4. Administrative Complexity
5. Rejection Anxiety

Our solution: “Mythbusters Gamechangers” series—a 5-part organic reel campaign with a Re-framing Strategy.

The strategy was built on these creative pillars:
● The “Bobblehead” Kinetic Aesthetic: We pioneered a stylised “sticker-cut-out” animation style featuring real student peers
● Hyper-Localised Social Proof: The narrative then shifted to one of peer-led endorsement
● Incentive-First Information Architecture: We lead every reel with a real Myth, followed by a “Gamechanger” fact
● Frictionless Conversion: Every post integrated actionable tools