Digital and Social Media Communication - Task 2

 SHIMANLIN,（0375858)

Digital and Social Media Communication / Bachelor of Design (Hons) in Creative Media

Digital and Social Media Communication - Task 2

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INSTRUCTION

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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.

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TASK 

3 Persona Report

Empathy Map Report

Final Slides

Task 2: User Persona & Empathy Map

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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

' I've gone through your group's User Persona Report and Empathy Map Report for Julie's Biscuits. Overall, your direction is generally on the right track, and I can see that you have selected Wong Shu Mei as the main persona for the empathy map. This is a logical choice because she represents Julie's more stable and traditional family consumer group: busy working parents who buy snacks for household consumption, value affordability, and trust familiar brands.

For the brand overview, your understanding of Julie's Biscuits is quite good. You correctly identified Julie's as an FMCG biscuit brand with strong family, trust, nostalgia, and everyday snacking associations. I also like that you mentioned the 2020 rebrand and how Julie's has tried to become more modern, playful, and appealing to younger consumers. This is important because the brand is not only a 'family biscuit brand' anymore; it is also trying to stay relevant to younger users through humour, storytelling, and lifestyle content. However, your campaign direction must decide whether you want to focus on Julie's traditional family trust or its newer youthful brand personality. Right now, your selected persona points more strongly toward family trust and value.

For Persona 1, Shu Mei is a suitable and workable persona. She fits Julie's because Julie's is a familiar household snack brand, and she is the type of consumer who makes practical grocery decisions for the family. Her needs are clear: affordable snacks, trusted quality, convenience, family suitability, and simple information. Her social media behaviour also makes sense because she relies more on Facebook, WhatsApp, and recommendations rather than TikTok trends. This makes her a realistic FMCG decision-maker.

 

However, Shu Mei's persona is quite safe. It is believable, but not yet very distinctive. Many snack brands can also target “busy mothers who want affordable family snacks.' So you need to sharpen what makes Julie’s specifically suitable for her. Is it the brand trust? The taste familiarity? The family pack format? The 'Baked with Love' emotional positioning? The no artificial colouring / no added preservatives message? The fact that Julie's is familiar but has been modernised? Please identify the strongest reason why Shu Mei would choose Julie's over other biscuit brands.

For Persona 2, Khaleeda is actually quite interesting from a digital content perspective. She is younger, design-oriented, visually driven, active on Instagram and TikTok, and her busy internship/studio lifestyle gives you many possible content ideas: late-night work snacks, deadline survival snacks, aesthetic pantry snacks, study/work break moments, and lifestyle creator reviews. She may be less traditional as Julie's core household buyer, but she is stronger for modern digital campaign content.

For Persona 3, Haina is relevant as a younger snacking user, but you need to be careful because she is only 14. Since she depends on parents for money and permission, she should not be treated as the primary buying decision-maker. She can be a secondary user or influencer within the household, but the campaign should avoid relying too much on targeting teenagers directly. If you use her insight, focus more on “shareable school snacks,” “fun flavours,” and “snack moments with friends,” but the actual purchase decision may still involve parents.

For the selected empathy map, Shu Mei is suitable if your campaign wants to focus on family trust, supermarket purchase behaviour, value packs, safe snacks for children, and everyday household snacking. The empathy map is consistent with her persona, especially in the sections about grocery shopping, comparing price and pack size, Facebook promotions, WhatsApp deal sharing, and relying on recommendations from other parents.

 

However, if your group wants a more creative and social-media-driven campaign, Khaleeda may actually give you stronger content possibilities than Shu Mei. Shu Mei is more practical and low-risk, but her digital behaviour is more passive. Khaleeda is more active on Instagram and TikTok, which may be easier for Digital and Social Media Communication campaign development. So my advice is this: Shu Mei is suitable for a family-value campaign, while Khaleeda is stronger for a modern lifestyle content campaign. Since your empathy map already uses Shu Mei, you may continue with her, but you must make the campaign more specific and not too generic.

For the empathy map, Section 4 is clear and relevant. You explained that Shu Mei is a working mum who manages household responsibilities and needs simple, trusted snack options for the family. This is good. But you can make it deeper by showing her emotional role, not just her functional role. She is not only buying biscuits; she is trying to make quick, safe, and responsible choices for her family despite limited time and budget. That emotional responsibility should be stronger.'