Digital & Social Media Communication / Task 1

 Task 1/ COM61804 / Digital & Social Media Communication

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12.11.2025 -17.12.2025 (week 8 - week 13) 
Low Xin Er / 0374596 / Bachelor of Design in Creative Media

Digital & Social Media Communication / Task1 - Case Study

Lecture: Mr Goh

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MODULE INFORMATION

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PROGRESS

Week 1 (April 22, 2026)

The professor clearly provided and explained the assignment objectives and requirements for this subject; all the materials were in the teams folder.

The first week involved group work, with four people per group. My group was to investigate the brand Pop Meals, which I wasn't very familiar with. Since no one else seemed interested in being the team leader, I volunteered. After seeking suggestions from the professor on how to divide the tasks, we decided to start with the first three tasks since items 4, 5, and 6 of Task 1 required information from the first three:

Brand Story (xiner)

Product/Service List (huijin & khai jiat)

Target Market (amber)

Fortunately, these group members, whom I didn't know at all, were very proactive. I could see they had gathered a lot of information and even neatly listed it in tables in the folder.

Week 1 (April 25, 2026)

I reorganized the materials in a new folder, including information searched from various websites, recording the links to the sources, and arranging them into a simple and easy-to-understand format for importing into the slides.

Week 2 (April 29, 2026) 

We continued refining the documentation, importing all materials into the slides, and reviewed our progress with the professor to ensure nothing was missing.

Week 3 (May 6, 2026) 

This week was the final feedback session with the professor before the presentation. The professor suggested we only include the insight-related sections in the slides, removing other details. We then significantly revised the slide outline, ultimately using the suggested outline from the lecture note as a reference. Regarding task allocation, everyone was responsible for designing the slides based on their assigned documentation, ensuring they were familiar with the content.

Week 4 (May 13, 2026) 

On the day of the presentation, we spent more time than expected because we hadn't clearly allocated presentation time, leading some less familiar group members to exceed their allotted time.

The professor's core message was: the direction was right, but the evidence was insufficient and the focus was too scattered. You identified the real problem of "Pop Meals content being overly promotional and lacking emotional connection," but the entire report needs more visual screenshots to support the analysis, and the campaign needs to be narrowed down into a specific strategy with data support and an emotional core.

Final Presentation Slide

Pop Meals by Group 3

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FEEDBACK (Week 4, May 13, 2026)

Areas for Improvement

1. Lack of Visual Evidence (Most Common Issue Across the Group)

Almost every analysis step was called for to include screenshots or video examples:

• Engagement Analysis
• High/low performing posts must be accompanied by screenshots to show the specific content type and format.

• Audience Response Analysis
• Mentions of negative reviews, "Dahmakan nostalgia," shrinkage complaints, etc., must be accompanied by actual comment screenshots to provide supporting evidence, rather than vague statements.

• Visual and Tone Analysis
• Don't just describe "using strong colors"; explain the actual impact on engagement, brand recall, and readability.

2. Content Category Decoupled from the Final Campaign Direction

• The professor explicitly stated: Listing 5 content categories is good, but you must explain how this data supports your campaign proposal. For example, if proposing UGC or humor-based content, use data to demonstrate why this direction is effective.

3. Unclear Competitor Comparison

• The comparison table currently lacks clarity on which dimensions are being compared (emotional branding? visual style? social media content format? community interaction?) 
• The comparison topics need to be clearly labeled, and screenshots of each competitor's content visuals should be included.

4. SWOT and Key Findings Focus Shift

Currently, some key insights involve operations, delivery, packaging, food quality, etc., which are not directly related to the social media campaign. The professor requires: Only retain insights relevant to social media issues, such as:

• Overly promotional content
• Low engagement rate
• Lack of distinctive content
• Weak community engagement
• Content lacks shareable/collectible value

5. Campaign Direction Too Broad, Lacks Focus

Too many possible directions have been proposed (UGC, food hero visuals, Malay humor, lifestyle POV, collectible merchandise, etc.), but no clear main strategy has been established. 

The professor suggests:

• Identify a core emotional entry point (e.g., students' anxieties about saving money, working professionals' lunch routines, local food sentiment, the shared experience of "what to eat today," Malaysian humor, etc.)
• Support this direction with real social media examples or successful content from similar food brands, then adapt it specifically for Pop Meals.

6. Slide Readability Issues

• The yellow + white combination has low contrast, making the text difficult to read. 
• The professor suggests pairing yellow with purple, blue, or black to maintain brand identity while improving readability.

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REFLECTION

Working on Task 1 as team leader gave me valuable experience in coordinating group research, managing documentation, and structuring content for a brand analysis presentation. From the start, I focused on organising materials systematically, dividing tasks logically based on content dependencies and maintaining a clear shared folder with source references. Through weekly check-ins with the professor, we refined our direction progressively, eventually restructuring the slides significantly in Week 3 to focus on insights rather than general information. On presentation day, however, we encountered a pacing issue, without pre-assigned individual time limits, some members exceeded their portions. This taught me that preparation must include timed rehearsals, not just content readiness. 

The professor's feedback confirmed that our social media channel analysis and content categorisation were on the right track, but the overall report needed stronger visual evidence, a more focused campaign direction, and clearer connections between data and proposed solutions. Moving forward, I will prioritise evidence-based analysis, narrow strategic focus, and more deliberate presentation time management.