Digital & Social Media Communication: Final Compilation
Week 1- Week 14
Siam Siew Yong 0358399
Siam Siew Yong 0358399
Bachelor of Design in Creative Media | Taylor’s Design School | Taylor’s University
LECTURES
WEEK 1
Introduction and What we will cover in this module
Personas and empathy map
TASK 1
Objective: Conduct a detailed study of a selected brand or client.
Requirements:
- Brand Story
- Product/Service List
- Target Market
- SWOT Analysis
- Vision & Mission
- Social Media/Marketing Channels
Progression
Week 1:
We were required to form a group of at least five members, so I teamed up with Zhi Ni, Yu Xi, Cheng Zhe, and Xing Yu. Among us, only Zhi Ni was a local student, while the rest were international students, which initially led to some communication challenges.
In the first class, we were asked to find a client and begin researching their brand. At the start, we considered three options: Oatly, The Ordinary, and Kasut U. After reaching out to all three, only Kasut U responded and provided us with their brand guideline for reference.
Week 2:
After I received the message from Kasut U, I shared the file in our group chat. Zhi Ni then started working on the presentation slides for Task 1. Due to communication challenges with the other international students, our group was only able to complete the presentation at the last minute.
Week 3 till Week 4:
We completed our presentation slides and presented our brand information this week. Since some of the international students had difficulties presenting in English, Zhi Ni and I volunteered to present it to our lecturer.
Task 1 presentation slide
TASK 2 & TASK 3
Objective of Task 2: Made a set of personas profile (will be guided by an agency/industry collaborator).
Requirements:
- 4 Key Proto-Personas
- Characteristics of each proto personas
- Personas goals & pain points
Objective of Task 3: Planning content calendar: create a content calendar that outlines the content; content strategy: outline the topics or themes that you will use in your social media content.
Requirements:
- Weekly post idea
- Development guide
Because Task 3 predict to take more time, so Mr Asrizal recommend us to start Task 3 first.
Progression
Week 5:
Task 1 presented. We started to do our content planning.
Week 6:
I thought 10 ideas and Zhi Ni thought another 8 ideas for our client.
Video content
1. how it feels to wear these—interview someone
2. How to Pair Heels with Casual Looks—Split-screen before/after; voice-over or captions
3. Show how your shoes are designed, manufactured, or packed—shoot these at their factory/store
4. “Day in the Life” with Our Shoes—little drama video (Almost missed the subway. Good thing I wore these.)
5. Show someone putting on the shoes and walking/dancing/jumping with them—short video with bgm and slow motion
Picture and digital content
1. Flat Lay Style Shots
- Concept: Shoes placed with accessories (bags, sunglasses, socks) on a clean background
2. Color Mood Boards
- Concept: Match shoe colors with tones and textures—perfect for fashion brands.
3. “Which One Would You Pick?” Polls
- Concept: Show two or three pairs with a question overlay—“Which would you wear to a date night?”
4. Quote Posts from Shoe Lovers
- Concept: Overlay famous quotes or fun sayings about shoes on product images.
5. “Guess the Brand” Game (Stories)
- Post a close-up photo and let followers guess the shoe model or brand.
My idea was also applied to our final content direction, which made me feel more involved and valued in the group process.
Feedback from Mr Asrizal: Planned content good to proceed. Pls start production scheduling, finalise the ideas. And also need to start dividing the content (3 contents per week; over 6 weeks duration)
Week 7:
Since I was absent in Week 7, we didn’t make much progress during that time. However, Zhi Ni assigned tasks to everyone, and I was responsible for video editing and creating social media posts.
Week 8-Week 9:
Yu Xi, Cheng Zhe and Xing Yu went to the Kasut U Company, to start the shooting task. The interview shooting delayed as the founder was not at the company that day.
some videos/pictures shot |
And Zhi Ni and I started to do the post. And I edited some video and did the posts on week 8, so we could publish our post on week 9.
Post 1-About Us (Zhi Ni & Siew Yong)
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post 1-About Us |
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post 1-About Us |
Post 2-Behind The Scene (Siew Yong)
The photo I used for editing was taken by Yu Xi, Cheng Zhe, and Xing Yu. They asked the staff for permission before taking the picture.
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post 2-BTS |
staff photo |
Post 3-Female Choices(Siew Yong)
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post 3-female choices |
Post 4-Flat Lay Style Shots-Time To Travel!(Zhi Ni)
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post 4-Flat Lay Style Shots-Time To Travel! |
Yu Xi, Cheng Zhe, and Xing Yu had edited the video, but I wasn’t satisfied with the result, so I decided to re-edit it to improve the flow and overall quality.
Video 1- Unboxing with Kasut U (Yu Xi, Cheng Ze, Xing Yu, Siew Yong). Shot by them and edited by me.
Video 2- Heels ASMR Moment (Yu Xi, Cheng Ze, Xing Yu, Siew Yong). Shot by them and edited by me.
Week 10:
Zhi Ni and I still continued to create content(post and story).
Post 5- Color Moodboard (Zhi Ni)
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post 5-Color Moodboards |
Post 6- Before → After Fit Reveal(Siew Yong)
post 7(story)-which color would you pick
Post 8- Back to School Flash Sale! (Zhi Ni)
As Yu Xi, Cheng Zhe and Xing Yu had interview the founder and added more sources for video, I started to edit the another videos.
Post 9- Sporty and business vibe (Siew Yong)
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post 9- from boardrooms to breakaways |
Video 3- Interview the founder (Yu Xi, Cheng Ze, Xing Yu, Siew Yong). Shot by them and edited by me.
Video 4- Step into a Prosperous New Year with Kasut U! (Yu Xi, Cheng Ze, Xing Yu, Siew Yong). Shot by them and edited by me.
Video 5- Spring into Style with Kasut U (Yu Xi, Cheng Ze, Xing Yu, Siew Yong). Shot by them and edited by me.
Week 12:
I continued create the last two posts.
Post 10- Quote Post-Style & Comfort (Siew Yong)
post 11- "Guess the Brand” Game (Stories)
Week 13:
Zhi Ni completed the rest two videos in week 13 and week 14.
Video 6- New Year, New Steps – Hello 2025! (Zhi Ni). Shot and edited by Zhi Ni.
Week 14:
Video 7-Style in Every Step (Zhi Ni). Shot and edited by Zhi Ni.
4 Personas Profile with empathy map
I completed all four personas in week 11 and made them into a slide. And checked by Mr Asrizal.
Our personas will align with the target audiences--(Malaysian, Middle-income. whole family focus)
- A full-time working mother
- A sport lover
- A businessman
- A middle-aged woman
FINAL TASK
Objective: Prepare a final presentation video
Requirements:
- 4 personas with empathy map
- Brand information
- Social media contents
I started to do the presentation slide, and compile all the content we did in this slide. And we recorded our video successfully 23 July. Xing Yu also finalized the content planning sheet on week 14. Our work was done on the time.
Task 3 Content Planning Sheet
Drive link navigation
REFLECTION
This project gave me a hands-on opportunity to experience real teamwork, creative thinking, and content production.
In Task 1, I teamed up with Zhi Ni, Yu Xi, Cheng Zhe, and Xing Yu. Since only one of us was a local student, communication was sometimes challenging, especially in the early stages. We contacted three brands—Oatly, The Ordinary, and Kasut U—and only Kasut U responded. They provided us with their brand guideline, which helped us move forward. Zhi Ni and I presented the brand research, as some group members were less confident in English.
In Task 2, I actively contributed 10 content ideas. I was glad to see that some of my suggestions were included in our final plan, which made me feel like my input mattered. I was assigned video editing and social media post creation. Even though I missed Week 7, I continued to contribute by editing and scheduling posts in the following weeks. I also completed four user personas and empathy maps, which were later reviewed by our lecturer.
For the final task, I compiled all our content into presentation slides and helped record our final presentation video on 23 July. The project was completed on time, and all deliverables were submitted.
From my perspective, this project showed how important clear communication and task ownership are—especially in a diverse team. I also learned to step in when needed, take initiative, and improve the quality of our work through editing and content refinement. Overall, I feel more confident in both collaborative work and creative content development.
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