SHIMANLIN,（0375858)
Digital and Social Media Communication / Bachelor of Design (Hons) in
Creative Media
Digital and Social Media Communication - Task 2
TABLE OF CONTENTS
Instruction
Lecture
Exercises
Feedback
Reflection
INSTRUCTIONS
LECTURE
Week 5
In this class, we learned about the concept and development of
user personas. A good user persona must be specific and should
represent a real, identifiable customer rather than a broad
target audience. In the final presentation, we are required to
present a clear and specific customer persona instead of
general audience segmentation.
We were introduced to the process of identifying active brand
supporters by analysing social media engagement such as
comments, likes, and shares. Based on this, we are required to
create three distinct personas derived from real online
behaviours and interactions. After that, we apply the empathy
mapping technique, which includes what the persona thinks,
feels, says, and does.
A strong persona should be based on real data such as
interviews, surveys, analytics, or observations from close
users like family and friends. The process includes
identifying goals and pain points, segmenting audiences based
on patterns, building detailed profiles, and then using
empathy mapping to guide creative decisions. Overall, personas
help brands build empathy with customers, which increases
trust and engagement.
Week 7
In this session, Mr. Max briefed us on Task 3. He went through
the spreadsheet and presentation slides in detail and
explained the project calendar timeline, including how each
section should be completed according to the schedule and
requirements.
TASK
User Persona Group Discussion
I was responsible for developing the persona Wong Shu Mei, a busy working mother who values trust, affordability, and convenience when purchasing snacks for her family. I researched her background, lifestyle, purchasing motivations, pain points, buying behaviour, and social media habits to understand how she interacts with Julie's. Based on these insights, I proposed suitable content ideas, communication strategies, and platform recommendations, with a focus on Facebook and WhatsApp, where she is most active.
After comparing all three personas, our group selected Wong Shu Mei as the primary persona because she best represents Julie's core target audience. Her needs, values, and purchasing behaviour closely align with Julie's long-established family-oriented brand positioning, making her the most suitable audience for our campaign.
3 Persona Report
Empathy Map Report
After selecting Wong Shu Mei as our main persona, I further developed my understanding of her daily experience through the empathy map. Instead of only looking at her as a consumer, I examined her role as a working mother and how her responsibilities influence her snack purchasing decisions. This helped me understand that her choices are not only based on product features, but also on emotional factors such as caring for her family, saving time, and choosing brands she feels comfortable with.
Final Slides
FEEDBACK
Week 5
Persona 1 (Promotion) requires a high-contrast, promotional design that uses bold typography and prominent numbers to highlight specific flavors, sizes, and direct value like 'buy 1 free 1' deals
Persona 2 (Convenience) demands a sleek, minimalist lifestyle layout that focuses on storytelling and convenience, showing how the product effortlessly fits into a fast-paced routine
Persona 3 (Trend) needs a vibrant, youth-centric aesthetic that merges Julie's identity with K-pop fandom culture (like Seventeen), heavily prioritizing collectible merchandise like artist stickers and limited-edition packaging.
Week 6
Sir said that Wong Shu Mei was a suitable persona for Julie's family-oriented brand, but the persona needed to be more distinctive by showing why consumers choose Julie's over other brands. He also suggested making the empathy map deeper by focusing on her emotional responsibilities as a mother. The campaign direction should have a clearer focus between traditional family values and modern lifestyle content.
Week 7
Sir suggested that our campaign direction should move away from a broad and traditional family theme and focus more on relatable everyday moments. Instead of only showing family gatherings, Julie's can be positioned as a snack companion that fits into different lifestyles and leisure activities.
Observation
During Task 2, I learned the importance of understanding the audience before developing a marketing campaign. By creating Wong Shu Mei's persona and empathy map, I was able to look beyond basic demographic information and understand her lifestyle, responsibilities, and decision-making process as a working mother.
The feedback helped me realise that although Shu Mei is a suitable representation of Julie's traditional family audience, the persona was initially too general. Many snack brands can also target busy parents, so it was important to identify the specific reasons why consumers would choose Julie's, such as brand familiarity, trust, and emotional connection.
Experience
Through developing the persona and empathy map, I gained a better understanding of how consumer insights can guide content creation. I learned that a successful campaign should not only focus on what customers buy, but also consider their emotions, motivations, and daily challenges.
The feedback also encouraged me to think more deeply about Shu Mei's role as a mother. Instead of viewing her only as someone who purchases snacks, I began to understand her as someone who wants to make reliable choices for her family while managing her busy lifestyle.
Findings
From this task, I discovered that strong audience research is the foundation of effective marketing communication. A clear persona should be specific and meaningful, rather than only describing general characteristics.
I also learned that empathy maps can help reveal emotional insights behind consumer behaviour. These insights later supported our campaign direction by helping us create content that connects with different generations while maintaining Julie's family-oriented values.
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