SHIMANLIN,（0375858)
Digital and Social Media Communication / Bachelor of Design (Hons) in
Creative Media
Digital and Social Media Communication - Task 1
CONTEXTS
Instruction
Lecture
Task
Feedback
Reflection
INSTRUCTION
LECTURE
Lecture 1: Understanding Digital Communication
In the first week, we were introduced to the overall purpose
of the module and the importance of communication in branding.
The lecture explained that branding today is not only about
creating attractive visuals, but also about delivering
messages effectively through digital platforms.
We learned that content creation, storytelling, and audience
communication are essential skills in social media and digital
branding.
Mr. Max also emphasized the importance of designing with clear
objectives and supporting ideas with proper reasoning instead
of relying only on aesthetics.
Lecture 2: Research and Social Media Analysis
This week focused on research methods and analysing social
media content.
We learned the difference between primary research and
secondary research. Primary research refers to information
collected directly from our own observations or findings,
while secondary research comes from existing online sources
and published materials.
The lecture also discussed how social media performance should
be evaluated.
Instead of focusing only on views, we should pay more
attention to audience engagement because engagement reflects
audience interest and interaction.
Examples of engagement include likes, comments, shares, and
saves.
We were also introduced to the engagement rate formula used to
measure audience interaction.
In addition, we learned how to observe and evaluate a brand’s
online presence by studying:
-
Posting style and frequency
-
Visual presentation
-
Caption writing style
-
Audience reactions and comments
-
Brand interaction with followers
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Consistency across social media platforms
Different categories of analytics were introduced, including
audience analytics, content analytics, competitor analysis,
sentiment analysis, and communication tone analysis.
The lecture helped us understand how research and observation
can support stronger communication strategies and more
effective digital content.
TASK
Task 1: Brand Social Media Analytics Study
Our first task is to form a team of four to conduct an in-depth analysis of a
specific brand designated by Mr. Max.
Our chosen brand: Julie's Biscuits
Team Members:
- Gu Meng (0369343)
- Adrianna Sofea (0350661)
- Shi Manlin (0375858)
- Lou YuHan (0375593)
Final Brand Analysis and Social Media Analysis Report:
Final Presentation Slides:
Research Findings
Based on the analysis of Julie's social media communication and competitor performance, I found that Julie's has built a strong and consistent brand identity. The brand uses its signature yellow and blue colour palette, mascot, and consistent visual style across Instagram and TikTok, making it highly recognisable and helping to strengthen brand recall.
The analysis also shows that Julie's uses a friendly, warm, and approachable tone of voice that appeals to families, students, and everyday snack consumers. However, many of its posts focus mainly on product promotion, with limited storytelling and emotional content. As a result, while the brand communicates clearly, it misses opportunities to build deeper emotional connections and encourage stronger audience engagement.
The competitor analysis indicates that Munchy's performs better in interactive marketing through contests, challenges, and user-generated content (UGC), while Jacob's focuses on heritage, trust, and health-oriented messaging. In comparison, Julie's has an advantage in emotional storytelling but could further strengthen its digital engagement by creating more interactive and community-driven content.
Overall, the SWOT analysis suggests that Julie's has strong visual branding and a clear family-friendly positioning, but it relies too heavily on product-focused content. Increasing storytelling, lifestyle content, and user participation while maintaining brand consistency would help Julie's strengthen audience engagement and improve its competitive position on social media.
FEEDBACK
Week 1
Briefing and assignment introduction. Our group was assigned the brand theme: Julie's Biscuits. No specific feedback was received this week.
Week 2
The briefing focused on brand communication concepts and theoretical understanding. I asked the lecturer which category 'brand culture' should be categorized under. He explained that brand culture is part of brand value, and brand culture itself is embodied in brand personality. I also clarified the difference between goals and purposes, mission and vision. He explained that goals and purposes are usually applied to specific projects, while mission and vision refer to the overall direction of brand development.
Week 3
Group discussion on the direction of the Julie's Biscuits social media analysis presentation. In the discussion, we were advised to strengthen our analysis and proposed repositioning strategy by providing stronger evidence and clearer arguments. We were also encouraged to refer to competitors' marketing campaigns to better understand how different strategies are implemented and how they support our findings. In addition, we made some adjustments to supplement missing information, such as adding screenshots of social media follower counts and the brand's official logo.
Week 4
General Task 1 Group Presentation. After the presentation, Mr. Max and the judges offered suggestions for improvement. They pointed out that our slides contained too much data. They also asked us to reduce the number of slides, avoid repetition, and highlight the main arguments more clearly.
Working on this social media analysis project gave our group valuable experience in examining how a well-known Malaysian snack brand communicates with consumers through Instagram. We learned how to analyse different aspects of social media communication, including visual design, content strategy, audience engagement, captions, reels, and brand messaging. Throughout the project, we strengthened our teamwork, research, and critical thinking skills by evaluating different posts and identifying communication patterns used by Julie's Biscuits. This project helped us better understand how social media can be used not only to promote products but also to build brand personality, emotional connections, and customer loyalty.
Observations
While analysing Julie's Biscuits' Instagram feed, we observed that the brand consistently presents colourful and visually appealing content that reflects its cheerful and family-friendly image. Most posts feature high-quality product photography, festive-themed visuals, and lifestyle content that highlight moments of sharing and enjoyment. We also noticed that reels generally attracted higher engagement than static image posts, particularly when they included creative storytelling, trending audio, or interactive content. Seasonal campaigns such as Hari Raya, Chinese New Year, and festive promotions appeared to receive stronger audience responses because they connected with local cultural celebrations and family values.
However, we also identified several areas for improvement. Although the content is visually attractive, some posts focus heavily on product promotion and discounts, making the feed feel repetitive at times. Audience interaction is relatively limited, as there are fewer polls, quizzes, contests, or user-generated content opportunities compared to some competing brands. In addition, certain campaigns lack a consistent visual structure, which can make the overall feed appear less cohesive.
Findings
From our analysis, we found that Julie's Biscuits is effective in maintaining a positive brand image and promoting its products through engaging visuals and relatable content. The brand successfully communicates values such as happiness, sharing, family bonding, and enjoyment, which align well with its target audience. Its festive campaigns and reels are among its strongest communication tools, generating higher reach and engagement compared to regular promotional posts.
At the same time, our findings suggest that Julie's Biscuits could further strengthen its Instagram presence by creating more interactive content and encouraging greater audience participation. The brand could also improve feed consistency through more structured visual themes and campaign layouts. Overall, this project helped our group understand the importance of combining product promotion with storytelling, audience engagement, and strong brand identity to create effective social media communication.
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