Digital and Social Media Communication Full Compilation
20.04.2026 - 00.00.2026
Taylor's University
Shubashini Subramaniam / 0367697 / Bachelor of Design (Hons) in Creative Media
Digital and Social Media Communication ( COM61804 & COM63304 )
Full Compilation
Table of Content :
1. Module Information Booklet
2. Lectures
3. Task
4. Task Compilation
5. Reflection
Lectures
This week's lecture focuses on data collection and social media analytics before starting any campaign work. The main idea is that good communication design must be based on research, not assumptions. We need to analyse both quantitative data (likes, comments, shares, engagement rates) and qualitative data (tone, visuals, audience feedback, brand personality) to understand how a brand performs online. The goal is to turn raw data into insights by identifying patterns, such as what type of content gets the most engagement and why. For Task 1, we need to study a brand, analyse at least 2 social media platforms with 20–30 posts, compare competitors, and do a SWOT analysis. Overall, this helps build strong, evidence-based strategies for future campaign development.
Steps include identifying active brand supporters from social media engagement, then creating 3 personas based on real behaviours and interactions. After that, we use empathy mapping to understand what each persona thinks, feels, says, and does. We then compare all personas to find similarities and insights for strategy.
Personas are important because they show real motivations and behaviours, guide brand voice and visual identity, and help brands stand out while building trust and loyalty. A good persona is based on real data (surveys, interviews, analytics) and includes demographics, goals, and pain points.
Overall, personas help brands understand customers better so the communication feels more connected, relevant, and effective.
Task 1
Assessment Task 1: Group - Social Media Analytics
Student will be given a demo analytics account. The purpose of the task is to get students to familiarise with an analytics data and metrics. Students will be exposed to the types of data, measurable metrics and actionable insight that will drive a brand or site’s design application and development. Throughout the assessment period, students will analyse and interpret the data into manageable chunks that are able to drive the brand or site’s design application and development.
Week 1 :
We first divided ourselves into groups to 4 or 5 people as inn our briefing, sir told us that this assignment was a purely group work. I found myself in a group consisting of five people :
1. Shubashini a/p Subramaniam
2. Alexis Hew Yuchen
3. Jahlani a/p Gunasagaran
4. Wang Zixuan
5. Shannen
Week 2 :
We came up with our own research before we got the template, just to know a little more on MR.DIY :
Week 3 :
We created another doc, to kep our information we gathered since we didn't want to dump everything ito the report here, :
After finished the additional information needed, we were done with our Brand Analysis & Social Media Analytical Report, :
Task 2
Assessment Task 2: User Persona & Empathy Map
Task 2 requires groups to create at least three user personas and one empathy map based on their Task 1 brand analysis. The report should analyse the audience’s needs, behaviours, motivations, frustrations, and social media habits, then provide insights and recommendations for improving the brand’s communication and engagement strategies.
Week 5 :
Week 6 :
After discussing with sir, we decided to go with our persona 1. We then started on on our Empath Map and we decided to use the report template as we felt it suited our style of gathering information. Sir helped us a lot in making a more in depth and detail Empathy Map for our project. This is what we came up with :
Task 3
Assessment Task 3: Campaign Proposal, Content Calendar & Key Visual Design
Task 3 requires each group to develop a complete August 2026 social media campaign based on the findings from Tasks 1 and 2. The campaign must include a clear concept, a full-month content calendar, five campaign phases, and connected key visuals that reflect the brand and target audience. Groups must also prepare a presentation covering the brand, research findings, audience insights, campaign idea, objectives, content strategy, calendar, key visuals, and expected outcomes.
Week 7 :
I did not attend class this week as I was feeling under the weather, when I asked my groupmates on the updates I was informed they too did not attend class. Later I messaged sir if he could give me a mini briefing on what should we start on for task 3.
He gave me a run down on how to use the group content calendar spreadsheet to start our Task 3.
Link for the Spreadsheet
We completed the spreadsheet up till the 4th stage :
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Week 8 :
By this week we divided out roles on who's in charge of the content that needed to be done, meaning the person in charge of hte section has to take on the responsibility that the work has to be done and report it back to sir :
Jahlani - Awareness
Shubashini - Education
Alexis - Engagement
Karyee - Conversion
Xuan - Retention
Then, we confirmed our content calendar and came to the conclusion were going to be doing 17 contents. We first were very adventurous and bold and was insisting on doing 25 but then after our consultation wit sir, we had it cut down to a smaller number.
Week 9 :
Personally, I was in charge of these content :
A01 - Teaser#1 _ Story
A02 - Teaser#2 _ Static Post
A03 - Campaign Launch: Made For Real Life _ Carousel Posts
A04 - Affordable Can Be Aesthetic _ Carousel Posts
We decided we still wanted maintain MR.DIY'S colour and design takes, which includes it's big font and and friendly manner.
I first started to create my A01 content to see if my approach was right and then fix it according to sirs feedback.
The teaser has a clean layout but feels too empty, casual, and generic. The message lacks context and curiosity, while the dominant background pattern distracts from the campaign. MR.DIY branding is also not strong or visible enough.
Improvements needed:
- Add a stronger campaign hook and teaser message.
- Strengthen MR.DIY branding and colours.
- Include visual hints related to student essentials and the campaign.
- Use more polished, brand-appropriate typography.
- Reduce the distracting background pattern.
- Improve the hierarchy of the teaser, date, branding, and CTA.
- Make the design feel more clearly connected to MR.DIY and student life.
Sir mentioned that the revised A01 design is much stronger, with a clearer student target audience and stronger MR.DIY branding through its colours and student-related visuals. The headline creates better curiosity and connects well with the campaign.
However, the layout is becoming too crowded, with too many decorative elements and repeated logo placements competing for attention. The hierarchy can be improved by making the main message the strongest focus and organising the date and CTA more clearly.
Improvements needed:
- Reduce unnecessary decorative elements.
- Avoid repeated logo placements.
- Strengthen the main headline’s visual focus.
- Improve the readability of the date and “Stay Tuned.”
- Provide a clearer campaign hint, such as student essentials or campus needs.
Week 10 :
Online Consultation
A01 - Teaser#1 _ Story
A03 - Campaign Launch: Made For Real Life _ Carousel Posts
Week 11 :
I shared with sir groups progress with the contents they were responsible of creating. Then, I started working on the presentation slides. Sir briefly mentioned the content needed and told me I could start doing it since I have done my part of the content creation first and then include the rest of the members to help after are done.
Then I first created the first mock-up of my presentation :
The main feedback I got was that:
- The user persona is clear but too text-heavy.
- Shorten sections like Pains, Gains, Short Persona Description, and Key Insight into keywords or short phrases.
- Horoscope is unnecessary unless it directly supports the campaign. Replace it with useful information such as preferred platforms, shopping behaviour, content preferences, or purchase triggers.
- Make sure the persona connects clearly to the MR.DIY August campaign direction, such as student lifestyle, budget shopping, back-to-campus, Merdeka month, or daily essentials.
- The persona should help justify the campaign content strategy and show a clear connection from Task 1 insights to the final campaign.
Sir mentioned that the campaign direction is strong, especially the shift from product-focused promotion to student lifestyle storytelling. The user persona and competitor analysis are useful, but all content ideas should clearly connect to the persona’s needs and problems.
The campaign calendar has a good overall structure, but each post needs clearer objectives and execution details. The “Made For Real Life” concept should also explain more specifically what “real life” means for students.
Main improvements needed:
- Fix spelling and formatting errors.
- Make key findings shorter and clearer.
- Add more specific details to content ideas, including products, hooks, visuals, and CTAs.
- Add visual mockups for campaign posts.
- Include sources and dates for research data.
- Ensure the visual style is consistent across all slides.
Week 12 :
I showed sir the newly improved work:
The feedback was generally positive. The “Made For Real Life” campaign direction is clearer and works well for MR.DIY, especially with its focus on student lifestyle, affordability, practicality, and real-life solutions. The overall presentation structure is also quite complete.
Main improvements needed:
- Reduce text-heavy slides and use shorter key points.
- Improve readability by increasing text size and strengthening visual hierarchy.
- Complete the key visual showcase and remaining campaign content.
- Make sure every calendar post has a specific idea and clear purpose.
- Be prepared to explain the sources and dates for competitor and social media data.
Overall, the campaign is progressing well, but the presentation needs to be more concise, readable, complete, and specific before the final presentation.
After editing a few of the texts layout and making some sentences shorter, I was done and just had to wait for my group members to finish their content and add it in the presentation slides.
Final Slides :
MR.DIY August Campaign Proposal by Shubashini Subramaniam
Task Compilation:
Task 1 :
Task 2 :
Task 3 :
MR.DIY August Campaign Proposal by Shubashini Subramaniam
Reflection
Experience:
Throughout this module, I gained experience in developing a complete social media campaign, from research and audience analysis to content creation and presentation. As the group leader, I was involved in coordinating the group and was responsible for creating several campaign contents for MR.DIY’s “Made For Real Life” campaign. I also learned how to improve my designs through lecturer feedback and multiple revisions, particularly in terms of visual hierarchy, branding, layout, and communication.
I observed that effective social media design requires more than just creating attractive visuals. The content must be based on research, clearly connect with the target audience, and support the campaign objectives. I also observed that feedback and teamwork played an important role in improving the final outcome, although coordinating group responsibilities and managing additional tasks could sometimes be challenging.
Findings:
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