Digital & Social Media Communication

21/4/2025 - 25/7/2025 / Week 1 - Week 14

Kerly Ooi / 0358726

Digital & Social Media Communication / Bachelor of Design (Honours) in Creative Media / Taylor's University

Task 1-3 | Section 1 Group 05

---

INSTRUCTIONS 

---

LECTURES

Introduction to Social Media Communication

4 key things to cover:

• Content Creation and Planning
• Building Captions and Messaging
• Visual and Video Editing
• Strategic Use of Different Social Media Platforms

Fig 1.1 Overview of Social media Use

Fig 1.2 Social Media use & Total Population

Fig 1.3 Age group using Social Media

What is a Persona?

A persona is a semi-fictional profile of your ideal follower, created using real data and market insights.

Key Components of a Persona:

• Name
• Age
• Gender
• Occupation/Job Role
• Challenges or Pain Points
• Preferred Social Media Platforms
• Content Preferences
• Brand Engagement Behaviors

Content Audit Summary

1. Current Status
   • Review the posting frequency, person-in-charge (PIC), content objectives, and current target audience.
2. Content Types
   • Evaluate existing content including:
     • Photos
     • Videos and Reels
     • Instagram Stories
3. Call to Action (CTA)
   • Assess the effectiveness of CTAs in:
     • Bio section
     • Captions and copyright usage
4. Analysis
   • Identify what types of content performed well.
   • Highlight what didn’t work and why.
5. References & Inspiration
   • Collect examples from other brands or creators for content style and ideas.

Additional Reminders:

• Align content with seasonal events.
• Include end frames in short videos to help viewers easily find and remember the business.
• Use storytelling to bring out the brand’s identity through the content.
• Keep captions short and simple, especially on platforms like TikTok and Reels.
• Explore EGC (Employee Generated Content) for authenticity.
• For static image posts, ensure they are visually refined through photo editing or manipulation

---

TASKS

TASK 1 - BRAND INFORMATION

Week 01 

In week 1, Mr Asrizal gave us a briefing about this module, and we were instructed to form a group of 5 members.

Week 02

In Week 2, under Mr. Asrizal's guidance, we were tasked with identifying potential businesses to collaborate with for this project.

Below is the list of businesses we shortlisted for potential collaboration:

1. Pickle Space (@pickle_space)
2. Ohneul Studio (@ohneul_studio)
3. Mr & Mrs Pet Cafe (@mr8mrsthepetcafe)
4. Kream Bakery Cafe (@kream_malaysia)

Week 03 - 04 

Kream Bakery | Brand Study

In Week 3, we prepared a presentation slide featuring our brand analysis of Kream Bakery. To complete the study, we divided the tasks among group members, with each person focusing on a specific aspect of the brand.

TASK 2 - EMPATHY MAPPING & PERSONA

Week 10 - 11

In Week 10, Mr. Asrizal gave us an overview of empathy mapping and persona development. We were asked to build user personas based on our chosen brand, Kream Bakery. Since Kream primarily targets food enthusiasts, trend seekers, and young adults, we tailored our personas to reflect this audience segment.

Below is our completed empathy map and user personas: 

TASK 3 - CONTENT PLANNING

Week 05 - 06 | Content Planning

For Task 3, we were tasked with creating social media content for our chosen brand. Mr. Asrizal introduced us to the content planning sheet and instructed us to begin by organizing our ideas for Kream Bakery within it. 

Below is a compilation of post and video ideas contributed by me and my group members. Once all the content and concepts were finalized in the Google Sheet, we proceeded with filming. 

Link : Kream Bakery | Google Sheet

Week 07 | Finalizing Schedules & Content Shooting 

Unfortunately, we were informed that the bakery will be closed shortly due to relocation. As a result, we decided to film all of our planned content in two days. Despite the time constraint, we successfully captured every idea in one go, allowing us to focus on editing and post-production over the following six weeks.

      

      

Week 08 - 13 | Editing & Posting Contents on Social Media 

To prepare the content for our social media, we divided the responsibilities among the team. I (Kerly), along with Wee Han and Charmine, focused on designing the content for Instagram Stories. Johanna was in charge of editing the videos, while Carmen handled the creation of Instagram feed posts. 

To prevent any misunderstanding that Kream Bakery is still operating, we created a separate Instagram account specifically for our assignment. This allowed us to publish our content without posting directly on their official business page.

Link: Instagram Account

Week 14 | Final Presentation

We also recorded a presentation for our project in Week 14.

 

Link: Final Presentation

---

FEEDBACK

Week 1

Exercises : 

Specific feedback : Group formation week

Week 2

Exercises : 

Specific feedback : Finalize your client by next week

Week 3

Exercises : 

Specific feedback : Begin gathering information from your chosen client and start developing the proposal based on their brand.

Week 4

Exercises : 

Specific feedback : Start organizing and filling out your content planning sheet.

Week 5

Exercises : 

Specific feedback : Update your content planning sheet accordingly and communicate with your client to ask any necessary questions for clarity and alignment.

Week 6

Exercises : 

Specific feedback : Start shooting video contents.

Week 7

Exercises : 

Specific feedback : Can start editing your videos and prepare them for social media posting.

Week 8

Exercises : 

Specific feedback : The edited videos are ready to be posted.

Week 11

Exercises : 

Specific feedback : The Personas are good, but the empathy map should have been developed earlier in the process.

Week 12

Exercises : 

Specific feedback : Develop an empathy map for each of your personas.

---

REFLECTIONS

This project has been one of the most exciting and fulfilling experiences I’ve had in the Creative Media module. It gave us the opportunity to collaborate with a real business and apply what we’ve learned, particularly in understanding Gen-Z behaviour and content trends. Being able to offer support in improving a brand’s social media presence made the work feel purposeful and real. What made the experience even more memorable was working alongside my friends, it brought a level of energy and enjoyment that made the process both engaging and rewarding.

Initially, we were excited and well-prepared to collaborate with our customer. We had developed unique concepts and were anxious to start production. However, things changed unexpectedly when we heard – at the last minute that the customer was closing their business. With this unexpected change, we had to compress what was supposed to be a six-week content creation into just two days. Coordinating the team, modifying our concepts, filming under pressure, and keeping quality were all immediate issues, especially given our other class deadlines.

Despite the high stress, we completed the project and delivered valuable contents. It wasn't simple, but the experience taught me how much dedication and perseverance go into creating digital content, especially when confronted with unexpected failures. This experience strengthened the appreciation I have for the behind-the-scenes work in social media, and it taught me that creativity can thrive even under pressure provided teamwork, flexibility, and optimism are present.