Digital and Social Media Communication - Task 3

SHIMANLIN,（0375858)

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

Digital and Social Media Communication - Task 3

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TABLE OF CONTENTS

Instruction

Lecture

Exercises

Reflection

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INSTRUCTION

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TASK 

Task 3 focused on developing content planning and exploring how Julie's could improve its brand communication through digital platforms. 

Through online group meetings, we discussed the campaign direction, content ideas, and how the brand message could be delivered more effectively to the target audience. 

Here are my thoughts.

Idea 1: Calm Moments with Julie's

This idea focuses on small moments of peace within a busy parenting routine. Through a digital collage showing a tired mother, a messy home, and a child enjoying Julie's biscuits, the content highlights how Julie's can create a comforting and relaxing moment for families. The purpose is to build emotional connection by showing Julie's as a snack companion in everyday life.

Idea 2: What Would You Choose for Your Child's Snack?

This idea uses an interactive comparison format between colourful snacks and Julie's biscuits to encourage audience participation. By asking consumers to choose their preferred snack option, the content aims to increase engagement while highlighting Julie's as a simple and trusted snack choice for families.

Sir's feedback was that this direction felt too burdensome. After discussing with my team, we decided to follow our group leader Adrianna's idea of an August Health Month campaign.

During the process, we realised that although Julie's is known as a family brand, the idea of family is quite broad and the simple concept of family doesn't resonate with most people. We wanted to focus on different generations within a family and understand their unique lifestyles, interests, and ways of enjoying daily moments.

Content Direction

The main idea was to create content that connects with different generations by focusing on their unique lifestyles, interests, and everyday moments. Instead of using one general message for everyone, each post highlights a different experience that audiences can relate to.

Although the target audience changes across each post, they are connected by the same message: everyone deserves a moment to enjoy and relax. By focusing on individuals first, we can show how different personal moments eventually come together to represent Julie's core value of family connection.

Content Strategy

For the two posts assigned to me, I wanted each post to show a different type of enjoyable moment while still connecting with Julie's campaign direction.

Post 1 - Mahjong Night

For this post, I focused on the idea of spending quality time with family and friends. Instead of showing mahjong as a serious competition, I wanted to present it as a casual gathering where people can relax, chat, and enjoy snacks together. Julie's is shown as part of these simple sharing moments.

Post 2 - Sharing the Ride

For this post, I focused on the bond between a father and his child. The idea was to show Julie's as a snack companion during a simple outdoor activity, representing the small but meaningful moments shared between different generations.

Platform Selection

For my content, I selected Facebook as the main platform because it is suitable for reaching Julie's family-oriented audience, especially parents and older generations. Facebook allows users to share longer captions, personal stories, and interact through comments, which supports the emotional storytelling approach of my posts.

Visual Reference

First Poster Design

Initially, my design did not fully follow the requirements of a commercial poster. Instead, it was more like an artistic collage poster, focusing more on visual composition rather than clear brand communication, as shown in the image below.

The following is Sir's feedback.

Sir also said my mahjong picture didn't look very warm and inviting, so I changed it.

Second Poster Design

Sir said the red graffiti on the mahjong poster was unnecessary, and the cookie tin on the table was too big.The upper half of the cycling poster is in space.

Final Poster

Following Sir's suggestion, I modified the design and, after discussion within the team, we adopted the Gotham Font.

After designing the poster, I used mockups to simulate the content publishing.

Final Proposal

Task 3: Julie's Campaign Strategy

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REFLECTION

Observation

During Task 3, I learned that creating social media content requires more than just having a creative idea. My initial concept focused on emotional storytelling through a parenting scenario, but after receiving feedback, I realised that the direction was too heavy and did not fully match Julie's brand personality. Through team discussions, we adjusted the campaign direction and focused more on enjoyable everyday moments across different generations.

When developing my posters, I also discovered that my first design approach was more artistic and collage-based rather than suitable for a commercial advertisement. After receiving feedback, I improved the visual hierarchy, image selection, and product presentation to make the posters communicate the brand message more clearly.

Experience

This task helped me understand the importance of balancing creativity with brand communication. I learned that a successful commercial design should not only look visually attractive but also clearly deliver the purpose of the campaign and connect with the target audience.

The process of revising my poster designs also improved my ability to accept feedback and make design decisions based on the brand's needs. I gained more experience in creating social media content, adjusting layouts, and using visual elements to support storytelling.

Findings

Through this project, I found that strong marketing content should be built around audience understanding and clear brand values. A good idea needs to be relatable, but it also needs to communicate the product and brand identity effectively.

I also learned that small design details, such as image composition, typography, and product placement, can greatly influence how audiences perceive a brand. This experience helped me better understand the difference between personal creative expression and professional commercial design.