Digital & Social Media Communication
21/04/2025 - 21/07/2025 (Week 1 - Week 14)
Chong Wee Han 0368863
Creative Brand Strategy / Bachelor of Design (Honours) in Creative Media / Taylor's University
Digital & Social Media Communication
JUMPLINK
LECTURES
Introduction to Social Media Communication
4 Key Points
To avoid any mix-up where people might think Kream Bakery is still running, we set up a separate account just for the assignment and shared all our content there instead of using their real business account.
- Content Creation and Planning
- Building Captions and Messaging
- Visual and Video Editing
- Strategic Use of Different Social Media Platforms
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Effective Social Media Strategy Starts with Knowing Your Audience
Personalization is key to building a strong social media presence. When you understand your audience’s interests, behavior, and needs, you can create content that connects with them, leading to better engagement and higher conversion rates.
It also helps you choose the right platform. For example, users engage differently on Instagram compared to LinkedIn. Tailoring content to where your audience is most active increases its impact.
To do this well, you need to understand:
Demographics - Age, gender, location, job, etc.
Psychographics - Values, lifestyle, personality, and interests
Behavior - How they interact with content—likes, shares, time of activity
Pain Points - The challenges your product or content can help solve
What Is a Persona?
A persona is a semi-fictional profile of your ideal follower, based on real data and insights. It helps guide content decisions to better meet audience expectations.
A typical persona includes:
- Name, age, gender
- Job or role
- Challenges or goals
- Favorite social platforms
- Content preferences
How they interact with brands
Content Creation
- 18 content (6 weeks) - 3 contents per week
- What Platform - Instagram(Feed, Reels, Stories)
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INSTRUCTIONS
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TASK 1 - BRAND INFORMATION
Week 01
In Week 1, Mr. Asrizal briefed us on the module structure and expectations. We were then assigned to carry out our tasks in groups, each consisting of five members.
Week 02
After forming our groups, we were tasked with identifying potential businesses to collaborate with for our project. Mr. Asrizal advised us to reach out to 4–5 businesses, as not all of them might accept the collaboration offer.
Below are the businesses we contacted as potential collaborators:
- Pickle Space (@pickle_space)
- Ohneul Studio (@ohneul_studio)
- Mr & Mrs Pet Cafe (@mr8mrsthepetcafe)
- Kream Bakery Cafe (@kream_malaysia)
Brand History
Kream Korean Bakery Cafe was born from a craving — not just for flavor, but for comfort, creativity, and a nostalgic sense of joy. Founded in 2012, Kream began as a passion project inspired by the cozy, imaginative bakeries of Seoul, where food is not only eaten but experienced.
At the heart of Kream is our signature Pillow Toast — a soft, square-shaped bread reimagining Korean milk bread with a twist. From savory fillings like bulbogi pillow toast to sweet caramel toast and cream toasts, each toast is handcrafted to be as delightful as it is delicious.
What makes Kream truly special is our commitment to authenticity. Every ingredient — from the flour to the fillings — is imported directly from Korea, ensuring that every bite tastes exactly the way it would in a Seoul bakery. It's our way of honoring tradition while bringing Korean cafe culture to a new audience.
The name "Kream" is a blend of “Korean” and “dream,” reflecting our mission to deliver cloud-like textures, dreamy flavors, and warm memories with every bite. Kream isn’t just a cafe — it’s a cozy space to pause, indulge, and connect.
What started as a humble kitchen experiment has now grown into a gathering place for food lovers, Korean culture fans, and anyone seeking something comforting yet new. At Kream, every bite is a soft, sweet escape.
Week 03 - Week 04
After receiving the information from the owner, we divided the tasks among our group members.
We were assigned to complete the following:
- Brand Story
- Product / Services List
- Target Audiences
- SWOT Analysis
- Vision & Mission
- Social Media / Marketing Channels
SUBMISSION - TASK 1
TASK 2 - EMPATHY MAPPING & PERSONA
Week 10 - Week 11
In Week 10, Mr. Asrizal introduced us to empathy mapping and persona development. We were assigned to create user personas based on our chosen brand, Kream Bakery. Since Kream targets food enthusiasts, trend-conscious individuals, and young adults, we developed four distinct empathy maps and personas to represent this target audience effectively.
SUBMISSION - TASK 2
TASK 3 - CONTENT PLANNING
Week 05 - Week 06
Starting from Week 5, we were tasked with listing and organizing our content ideas using the content planning sheet provided by Mr. Asrizal. My group members and I began collaborating by researching suitable content references online and finalizing the ideas we wanted to develop further.
Content Sheet Planning
Week 07
Content Shooting Week
We received unfortunate news from Kream Bakery, they had decided to close the store due to relocation. Although the timeline became a bit tight and rushed, we managed to prepare everything efficiently and successfully completed the content filming within just two days.
Here are some behind-the-scenes (BTS) moments from our filming process.
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| Figure 2.1 |
Week 08 - Week 13
From Week 8 to Week 13, we focused on video and content editing for our social media campaign. During these sessions, we divided the tasks among our team members. Kerly, Charmine, and I were responsible for designing content and creating Instagram Stories. Johanna handled the video editing, while Carmen worked on developing content for the Instagram feed posts.
For my part, I used Adobe Illustrator and Photoshop to design the visuals and layouts.
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| Figure 2.2 |
To avoid any mix-up where people might think Kream Bakery is still running, we set up a separate account just for the assignment and shared all our content there instead of using their real business account.
Final Presentation
We also recorded a presentation that compiled all of our tasks into the final slide deck.
SUBMISSION - TASK 3
FEEDBACK
Week 01 : Group formation and module briefing.
Week 02: Begin identifying and shortlisting potential brands for your brand study.
Week 03: Collect detailed information from the selected brand and start developing your proposal.
Week 04: Begin filling out the content planning sheet based on your brand strategy.
Week 05: Continue updating and refining your content planning sheet.
Week 06: Start filming content videos according to the planned schedule.
Week 07: Begin editing video content and prepare for uploading to social media platforms.
Week 08: Finalized edited videos are ready to be published online.
Week 09: No feedback given.
Week 10: No feedback given.
Week 11: Persona development is on track, but remember to complete the empathy mapping beforehand.
Week 12: Ensure that each persona is paired with a corresponding empathy map.
Week 13: No feedback given.
Week 14: No feedback given.
REFLECTION
Throughout this module, I gained a deeper understanding of how digital and social media play a crucial role in shaping brand identity. Learning to ground content in a clear brand voice helped me understand the importance of consistency and audience alignment. Developing user personas for Kream Bakery gave our content more direction and purpose.
One of the most eye-opening parts of the module was working directly with real clients. It gave us a sense of how social media strategy works beyond the classroom. From gathering input and planning content to handling communication and feedback, I realized how important it is to stay adaptable while staying true to the brand’s message.
Collaborating with my group also taught me the value of teamwork, time management, and creative coordination. Whether it was shooting content, scheduling posts, or editing visuals, every step required careful planning and flexibility. This module not only improved my technical and communication skills but also helped me understand how to build an engaging and authentic social media presence. I’m excited to carry these lessons forward in future projects.
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