YouTube PR – Case of the NUS Math Undergrad

I was just talking about viral videos in Singapore so far coming from “guerilla,” ground-up sources while corporations here have yet to figure out how to harness its communications potential. 

Blogscape highlighted the case of Donovan Lee, an undergraduate from the National University of Singapore who, disappointed that his stellar results failed to gain him entry into an Ivy League school, decided to showcase his Mathematical prowess through a series of YouTube clips.  From the plaudits left on his videos, he has clearly gained a following, not to mention an unusual, innovative portfolio of work.  More relevant to this blog, Lee may offer some lessons on a YouTube clip can be successful.  He does not resort to slapstick or spoof.  Earnest, engaging, and just slightly amateurish (classroom is a white board propped up in his Bishan flat bedroom–but it does help boost his sense of authenticity), he explains arcane Mathematical concepts with an unfailing smile and ease.  More importantly, his viewers clearly think he is offering value and making contributions to their knowledge.

Way to go, Donny.  Is the Ministry of Education watching?


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