Digital and Social Media Communication

Wu Ziyang 0368325

Digital and Social Media Communication

22 / 09 / 2025 — 02 / 01 / 2026 (Week 01 — Week 14)

Bachelor OF DESIGN (HONERS) IN CREATIVE MEDIA

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Instruction

Module Information Booklet

TASK

Task 1: Brand Information

You are required to conduct a detailed study of a selected brand or client. Your analysis should include, but is not limited to, the following elements:

1. Brand Story: Provide an overview of the brand’s history, values, and unique identity.
2. Products/Services List: Detail the core products or services the brand offers.
3. Target Market: Identify the audience the brand serves, including demographics and psychographics.
4. SWOT Analysis: Examine the brand’s Strengths, Weaknesses, Opportunities, and Threats.
5. Vision and Mission: Outline the brand’s guiding principles and long-term objectives.
6. Social Media/Marketing Channels: Identify the platforms the brand uses and evaluate its current marketing efforts.

Fig 1.1, Kourbe French Canele, week 2 

Our client is Kourbe French Canelé. This is their Instagram. They specialise in handcrafted French Canelé (a type of French pastry) and hosts baking workshops.

Subsequently, Zhouyi and Lilin proceeded to meet with the client in person, inquired about details related to the client's brand, and completed the brand audit form.

Fig 1.2, Brand Audit, week 3

Fig 1.3, Audit Questionnaire, week 3

Fig 1.4, Task 1 Presentation, week 4

Task 2: Empathy Mapping & Persona

A set of personas profile (will be guided by an agency/industry collaborator). Submission Personas Profile deck containing:

• 4 Key Proto-Personas
• Characteristics of each proto personas
• Personas goals & pain points"

Fig 1.5, User Personas, week 7

Task 3: Content Planning

1. Content calendar: create a content calendar that outlines the content.
2. Content strategy: outline the topics or themes that you will use in your social media content.
3. Content Planning Sheet that includes:
• Weekly post idea
• Development guide
• Any other related materials (optional)

Fig 1.6, Content Planning Sheet, week 13

Final Presentation — Kourbe French

FEEDBACK

Week 1: Introduction
General Feedback: TOFU MOFU BOFU (awareness, building loyalty, conversion)

Week 4: Persona
General Feedback:
Ask your client if we were to produce the 18 contents, what's their main goal/intention/objective + what platform
The objective will drive the type of content you do (whether reel, carousel, story etc.)
Every platform has a different algorithm
Follow what grid or layout they're posting and not something new/else


Week 6:
Specific Feedback: Good start on planning but content calendar and w1 content still not updated


Week 7:
Specific Feedback: Check video sizing again, need to follow IG reel size.


Week 8: W1 Content
Specific Feedback:
Shots and angle are okay
When doing content for client, you have to see if the font you use is same as the one the client uses (design consistency)
Follow original font style


Week 9: W2 content
Specific Feedback:
Can colour correct the first video so it matches with the rest
Consistency is important when doing social media videos


Week 13: Final Presentation
Specific Feedback:
When designing your social media post it is very important to look at the branding of the client and do the audit to observe the design system in their posting like the logo and typography