Digital & Social Media Communication / Task 3
Task 3/ COM61804 / Digital & Social Media Communication
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MODULE INFORMATION
Project Overview
For Task 3 of our Digital and Social Media Communication (DSMC) course, Group 3 progressed from audience research into full-scale strategic execution. Our collective goal was to develop a comprehensive August 2026 Social Media Campaign Proposal for our assigned brand, Pop Meals.
Building upon the brand analytics from Task 1 and the deep psychological insights from Task 2 (our main persona, Hafiz), we constructed an extensive campaign framework via Google Sheets before migrating the data to our presentation pitch deck.
The scope of this comprehensive project includes:
Strategic Flow: A complete August 2026 content calendar meticulously divided into 5 strategic phases/content pillars (Awareness, Interest/Education, Engagement/Interaction, Action/Conversion, and Closing/Retention) to logically guide consumers through the sales funnel.
Content Execution: A total of 8 localized social media posts, collaboratively planned where each of the 4 group members owned the end-to-end design and execution of exactly 2 key visuals. Personally, I was responsible for producing a dynamic Instagram Reel video and the high-stakes final campaign closing post.
Lead Design & Architecture: In addition to my visual assets, I designed the digital Instagram profile mockups, unified the structural layout of the Key Visual showcase, systematically re-named and mapped out the entire presentation structure list, and established the workflow framework for our upcoming pitch presentation on Wednesday, 22 July 2026.
Getting this project done was a step-by-step process:
The Blueprint Phase: We spent most of our early days locked inside Google Sheets. Before we even touched any design software, we made sure the posting flow, objectives, and calendar dates were rock solid.
The Creative Phase: Once the calendar was approved, we started designing. We turned the text from our spreadsheet into actual visuals, added the design rationales, and drafted the caption directions in the PPT.
The Online Consultation: When the deck was about 90% done, we sent our PPT and Sheets to our lecturer for a digital check-in. This was crucial to get feedback on our presentation flow and visual consistency before we wrapped up our final findings and conclusion.
When you group four design students together, creative disagreements are bound to happen because everyone has their own taste. As the team leader, managing these subjective preferences while keeping the project on track was a huge learning experience:
Sticking to Facts vs. Personal Taste: While working on my final closing post, some teammates wanted to change the style based on their personal preferences. However, since I had already consulted our lecturer beforehand and gotten direct approval for my design direction, I stood my ground. One teammate went ahead and designed an alternative version anyway. I kept things transparent, and during our review, the lecturer reaffirmed that my original version was the right fit. To respect my teammate's extra effort, I added a slide to the deck to showcase their alternative version as a backup concept.
Handling Workflow Overlaps in the Group Chat: Since our classes shifted online toward the end, a small communication gap happened. A teammate bypassed our agreed structure list and started redesigning slides I was already working on, mentioning they thought it was faster for one person to handle all the layouts. It felt a bit disrespectful, but I addressed it directly and calmly in our 4-person group chat. I validated their intention to keep the design uniform, but clearly explained that the structure list exists so we don't waste time doing double work. I suggested that since we are all design students, we are all capable of putting our own sections together, and we could easily keep things consistent by using the same shared design elements. Everyone agreed, went back to the structure list, and signed up for their own open slots.
This final phase taught me a lot about project management. Leading a team remotely showed me that being a leader isn't about throwing your weight around; it's about knowing when to protect a validated decision and how to handle creative control struggles in a chat without hurting team morale.
Strategically, Task 3 proved that the Empathy Map and the 5 campaign phases we built earlier weren't just for show. They acted as a roadmap, ensuring every caption and visual we created was backed by actual consumer insights rather than just guesswork. With our presentation day coming up on July 22, we feel confident and ready to pitch a campaign we are genuinely proud of!
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