21 / 04 / 2025 — 25 / 07 / 2025 (Week 01 — Week 14)
Kim Seoyoon / 0357755
COM 61804 / Digital and Social Media Communication / Bachelor of Design (Hons) in Creative Media / Taylor's University
TABLE OF CONTENTS
INSTRUCTIONS
TASK 1 / BRAND INFORMATION
TASK 2 / EMPATHY MAPPING & PERSONAS
TASK 3 / CONTENT PLANNING
FEEDBACK
REFLECTION
INSTRUCTION
Module Information Booklet
TASK 1 – BRAND INFORMATION
Timeframe: Week 01 – Week 04 (Deadline Week 04)
To select a suitable brand to create content for their social media page.
FINAL SUBMISSION TO BE IN DECK PRESENTATION FORM
NOTES
Week 01
Be mindful when doing social media research because trends tend to differ by region. In every region, consumer behaviour is different.
In social media, there are three funnels: TOFU, MOFU, ad BOFU.
Top of the Funnel:
Maximize reach, visibility and awareness.
Middle of the Funnel:
-Creating connections/ considerations
-Encourage audience engagement.
-Re-targeting with consistent connections.
Bottom of the Funnel:
-Conversion
-CAC (Customer Acquisition Cost)
Ending: CTA (Call to action)
Two types of social media platform: social-based & interest-based.
Week 02
Foundation of an effective social media strategy
- Personalization for engagements and retaining followers
- Knowing your audience
- Improved engagement (likes/ shares) leads to better conversion rates (sales/ sign-ups).
- Demographics (Age, gender, location, education level)
- Psychographics (Interests, values)
- Behaviour (How they interact, types of posts being engaged)
- Pain Points
Persona
-Data is given by an actual fact, but the imagery is fictional.
2025 Social Media Trends by Hootsuite
- Pay attention to what your client likes.
- "In 2025, more organizations will step outside their creative comfort zone and test content that pushes beyond their brand guidelines to gain new audiences and delight current audiences."
- How actively the brand communicates with its audiences attracts more engagement.
- The trend has shifted from influencer marketing to UGC (User-generated content). Audiences tend to prefer a genuine review compared to paid advertisements with possible fake reviews.
- EGC (Employee-generated content)
- Social listening (Insight, action, impact)
AI Content Trend
- Prompts are important in generating AI content for social media.
- Build and train the AI tool to get used to what you do to get personalized answers and results when generating content.
When generating content:
-Be clear and specific.
-Give context.
-Use examples.
-Include Requirements
Posting
- Don't post anything on weekends as it has a higher chance of getting fewer engagements.
- Best time to post on social media: Monday to Friday, 11:30 am
- Avoid creating contents separately among members as it might break the consistency.
Instagram
-Feed (Static/ Carousel)
-Reel
- Stories
Total 18 contents to be created
- 3 content per week for 6 weeks.
Week 03 – Content Audit
1. Current situation
- Frequency, PIC, Objectives, Target Market (Current)
2. Content
- Photo
- Video & reels
- Stories
3. CTA (Call to Action)
- Bio
- Copyrights
4. Why?
- What worked?
- What didn't work?
5. References/aspiration/ inspiration
Other important marks
- Keep in mind the seasonal dates to align with the contents. For example, Mother's Day, etc
- Adding the end frame in short videos (reels) makes viewers easier to find the business.
- Tell a story of the business within the content.
- Make simple captions – Avoid lengthy captions on TikTok/ reels
- EGC (Employee Generated Content)
- If creating a static image for posting, make sure the content is polished (photo manipulation)
Week 10
Defining the four lenses
- Malaysian consumers are very emotional- they tend to purchase items based on their emotional attraction, and need to create an emotional connection/ relationship between the users
- Every consumer from a different region has different types of traits
Consumers
1. Types of consumers:
- Current potential former
- Who are our advocates & influencers
- What unites them to the brand leave the brand?
2. behaviour & need-states
-What are their emotion & need-states across the customer journey
-What are the trigger points
-What are the points of influence ,including types of info, and where it was received
3. Pain points
-What are the gaps in the journey
-What frustrates them and triggers them to leave
-At what point do they need help
Persona Building
- Fictional character, but the dates used in the profiles are from real-life data (interviews, research, audits)
TASK 1—BRAND INFORMATION
Week 01 – Group FormationIn week 1, Mr Asrizal gave us a briefing about this module, and we were instructed to form a group of 5 members.
Week 02 – Gathering possible entities
In week 2, Mr Asrizal instructed us to gather possible entities in collaboration with the task.
Below are the list of gathered businesses that we're interested in collaborating with.
1. Pickle space (@pickle_space)
2. Ohneul Studio (@ohneul_studio)
3. Mr & Mrs Pet Cafe (@mr8mrsthepetcafe)
4. Kream Bakery Cafe (@kream_malaysia)
Fig 1.1 Kream Bakery's Instagram Page, Week 2
We contacted them via Instagram DM and got in contact with Kream Bakery located in SS15. After getting permission to collaborate, we held a simple interview meet-up with the employee in their cafe and discussed a few things regarding their business.
Things we asked include brand story, brand vision & mission. Below is the brand story Kream Bakery has sent us based on our questions:
"Kream Korean Bakery Cafe — Brand History
Kream Korean Bakery Cafe was born from a craving — not just for flavour, but for comfort, creativity, and a nostalgic sense of joy. Founded in 2012, Kream began as a passion project inspired by the cozy, imaginative bakeries of Seoul, where food is not only eaten but experienced.
At the heart of Kream is our signature Pillow Toast — a soft, square-shaped bread reimagining Korean milk bread with a twist. From savoury fillings like bulgogi pillow toast to sweet caramel toast and cream toasts, each toast is handcrafted to be as delightful as it is delicious.
What makes Kream truly special is our commitment to authenticity. Every ingredient — from the flour to the fillings — is imported directly from Korea, ensuring that every bite tastes exactly the way it would in a Seoul bakery. It's our way of honouring tradition while bringing Korean cafe culture to a new audience.
The name "Kream" is a blend of “Korean” and “dream,” reflecting our mission to deliver cloud-like textures, dreamy flavours, and warm memories with every bite. Kream isn’t just a cafe — it’s a cozy space to pause, indulge, and connect.
What started as a humble kitchen experiment has now grown into a gathering place for food lovers, Korean culture fans, and anyone seeking something comforting yet new. At Kream, every bite is a soft, sweet escape."
Week 03- Week 04 – Kream Bakery Brand Study
In week 3, we created a presentation slide that includes our brand study/ analysis on Kream Bakery. We separated different parts to complete the brand study.
Fig 1.2 Brand Information: Kream Bakery, Week 03 (5/05/2025)
Here is our completed slide for task 1- Brand Study:
Fig 1.3 Kream Bakery Brand Study, Week 4 (16/05/2025)
TASK 2—EMPATHY MAPPING & PERSONA
Week 10-11 – Empathy Mapping & Personas
In week 10, Mr Asrizal gave us a briefing about empathy mapping and persona. We were instructed to create user personas based on our chosen brand, which was Kream bakery. As Kream's target audience was mainly foodies& trend seekers, and young adults, we created our personas focused on their target market.
Here is our empathy mapping and persona:
Fig 2.1 Empathy mapping & Persona Week 11 (30/06/2025)
Week 12– Feedback Update
After the presentation on the progress, Mr Asrizal told us that there needs to be one empathy mapping for each persona, so we updated on that.
FIg 2.2 Updated Empathy mapping & Persona Week 11 (8/07/2025)
TASK 3– CONTENT PLANNING
Week 05- Week6 – Content Planning
For task 3, we were required to create content for chosen brand's social media. Mr Asrizal gave us an introduction to the usage of content planning sheet and instructed us to begin by filling up the sheet with our ideas for Kream Bakery.
Here is a compliation for post and video ideas by me and my group members:
FIg 3.1 Content ideas (Post & Video), Week 6 (26/05/2025)
Week 07 – Finalizing Schedules / Content Shooting
Unfortunately, we were informed that the bakery was closing soon due to their relocation. Therefore, we decided to film every video within two days. Despite the limited time, we managed to film all prepared ideas.
FIg 3.1 Shooting our videos, Week 7 (26/05/2025)
Week 08-Week 13 – Editing & Posting Contents on Social Media
To prepare the contents to be uploaded on our social media, distributed our roles into different parts for content preparation, where I took part in editing the videos. Carmen took part in creating contents for instagram feed (post), and Kerly, Wee Han, and Charmine designed the contetns for instagram story.
As instructed, I edited our prepared videos using capcut.
FIg 3.2 Video Editing on Capcut, Week 8–13
We also updated our progress on content preparation on weekly basis on the planning sheet:
FIg 3.2 Video Editing on Capcut, Week 8–13
To avoid any mistake where audience thinks that Kream Bakery is still under a running business, we created another account for assignment purposes and posted our contents separately instead of posting on their actual business account.
Carmen helped us to post our edited videos, posts and stories weekly on our Kream Bakery instagram page:
Fig 3.3 Kream Bakery Instagram page, Week 8–13
Week 14 –Final Presentation
For final presentation, we compiled every content we had created along with our brand study, and empathy mapping & personas.
Below shows our final presentation slides:
Fig 3.3 Kream Bakery Final Presentation, Week 14
We also did a recorded presentation for our project:
Fig 3.4 Kream Bakery Final Presentation, Week 14
Final Submission:
1. Task 1 Brand Study
Fig 4.1 Kream Bakery Brand Study, Week 4 (16/05/2025)
2. Empathy Mapping & User Persona
FIg 4.2 Updated Empathy mapping & Persona Week 11 (8/07/2025)
3. Task 3 Content Planning Sheet (PDF)
Fig 4.3 Content Planning Sheet, Week 14
4. Task 3 Kream Bakery Final Presentation (PDF)
Fig 4.4 Kream Bakery Final Presentation, Week 14
FEEDBACK
Week 01: (Group formation week)
Week 02: Make sure to find your brand for your brand study
Week 03: Gather information from the chosen brand and work on the proposal.
Week 04: Start filling up your content planning sheet
Week 05: Update content planning sheet
Week 06: Start shooting content videos
Week 07: Start editing videos and prepare for posting on social media
Week 08: Edited videos are okay to be posted
Week 09: -
Week 10: -
Week 11: Your personas are good, but the empathy mapping should be created beforehand.
Week 12: Make sure there is one empathy map for each persona.
Week 13: -
Week 14: -
REFLECTION
Throughout completing the tasks in this module, I gained valuable insight into the importance of grounding content in a strong brand identity. Analyzing the brand helped me clarify core values and audience, while crafting a specific persona gave direction to every creative choice. Planning and executing content for the past six weeks also taught me how to blend consistency with variety, using a mix of engaging themes to foster audience interaction. Editing video content deepened my understanding of visual storytelling, ensuring each piece resonated with our brand’s warmth and style. I am also grateful for how as a group, we managed to film content in time for the chosen brand despite the sudden news of them closing down. Overall, this project reinforced the power of thoughtful planning and creative flexibility in building an authentic social media presence.
Comments
Post a Comment