Digital and Social Media Communication

April 13, 2026

Digital and Social Media Communication - Task 1

20/04/2026 - 13/5/2026 (Week 1 - Week 4)

Anggia Tsani Rachmadiyanti, (0368487)
Digital and Social Media Communication COM61804 / Bachelor in Design (Hons) in Creative Media / Taylor's University

Task 1 - Social Media Analytics

CONTENT LIST

Instructions & Module Brief:

(Fig. 1) - Module Brief

Lecture Notes

Week 1 Lecture : Introduction

This module help us how to sell our brand, not just logos and design
We are here to learn and make contents.
We will learn the principles, processes, and strategies involved in digital and social media communication.
We need to shift and move beyond “designing for visuals only” but also learn how to design and communicate with purpose, logic, and evidence.

Week 2 Lecture : Data Collection

Types of data collection: Primary & secondary

Primary is the data we collect directly ourselves
Secondary - data from existing sources

Don't Include views because it means nothing in social media now since audience scroll very fast
Engagement matters because it helps understand whether the audience is only seeing the content or responding to it.

Engagement Rate = Total Engagement / Followers x 100

Total engagement : likes, comments, no. of shares, and saves

Analyse visible public data:

Likes
Comments
Views
Shares
Posting frequency
Content types
Caption style
Followers
Visual Consistency
Platform activity
Brand interaction with audience.

(Fig. 2.1) - Week 2, Rough digital lecture notes

(Fig. 2.2) - Week 2, Rough digital lecture notes

(Fig. 2.3) - Week 2, Rough digital lecture notes

Types of Analytics:

Platform analytics
Content analytics
Audience analytics
Competitor analytics
Sentiment analytics
Visual Communication analytics
Communication tone analytics
Campaign & Content Pattern analytics

Desktop Research - Available info online eg: websites, social media
Platform Observation - observe the brand's social media platforms & study content types, posting patterns, engagement, visual style, caption style, audience comments

Profile, Content, Visual Style, Caption & Tone, Audience Response

Week 3 Consultation

Our group consulted Mr Max on our research docs and then proceeded on starting the slides for presentation

Week 4 - Presentation

Task 1: Brand Social Media Analytics Study

Week 1

For this first task, we have to form into group of 4 to analyse deeply one specific brand given by Mr Max.

Our Chosen Brand: "Padini"

Group Members:

1. Anggia Tsani Rachmadiyanti (0368487)

2. Maria Ashley Sundoko (0372793)

3. Angelique Svetlana Pekasa (0372774)

4. Valerius Ethan Wirawan (0377365)

Before we started making the slide in week 1, our group shared a Google docs where we gathered all the initial researches and organised them first:

(Fig. 2.4) - Week 1, Draft initial group research document

Week 2

In week 2, we continue working on the research analysis template Mr Max gave for us to sort out the information and data we have gathered.

Final Brand Analysis & Social Media Analytics Report Docs:

(Fig. 3.1) - Week 3, Final PDF of Padini Research and Social Media Analytics document

Week 4 - Final Presentation Slides "Padini" :

(Fig. 3.2) - Week 4, PDF of Task 1 Group Presentation slide

(Fig. 3.2) - Week 4, Final group presentation slides (Adjusted after presentation)

Brand Analysis Group Task 1 Canva PADINI Slides

Feedbacks

Week 1:

General Feedback: Briefing, and we got our brand topic: Padini.

Specific Feedback: None

Week 2:

General Feedback: Briefing, and more about brand communication

Specific Feedback: I asked sir about where does brand culture goes under, and he told me that "culture" is part of the brand value, and what's inside the brand culture is the brand personality. I also asked about the difference between goals vs objectives and mission vs vision. He explained to me that it is similar but goals and objectives is only applied for specific projects. mission and vision is for the whole main brand.

Week 3:

General Feedback: Group consultation on our Padini direction for the presentation

Specific Feedback: During consultation, we had to add more justification to the research by having stronger cases and proof as we proposed our repositioning strategy. This could be gained from finding campaigns done by the competitors to understand how the campaigns work and how they could be applied to our findings. Also, we have to make couple of adjustments were made to fill up the missing information (e.g: screenshots of social media followers, the brand’s official logo).

Week 4:

General Feedback: Task 1 Group Presentation

Specific Feedback: Mr Max and the panelist gave us some feedbacks post presentation, we had to tweak a couple of adjustments as the slides were very heavily data-based and lacking images. We were suggested to add more visual presentation along with summarized data. We were also asked to reduce the number of slides to avoid repetitive content and focus more on the proposed idea. Lastly, a couple of the data points were not well-supported with references and justification, so we were asked to complete them.

Reflections

Experience: Working on this social media analysis project gave our group valuable experience in studying how a real fashion brand communicates through Instagram. We learned how to analyse different aspects of social media communication such as visual design, content strategy, engagement, caption writing, reels, and audience interaction. Throughout the process, we also improved our teamwork, research, and critical thinking skills by comparing different posts and identifying patterns in Padini’s communication style. This project helped us better understand how social media platforms are used not only for promotion, but also for building brand identity and audience perception.

Observations: While analysing Padini Holdings Berhad’s Instagram feed, we observed that the brand has strong product photography and clear product presentation. Most posts use clean lighting, fashionable styling, and relatable lifestyle imagery that suit Padini’s target audience. We also noticed that reels generally received much higher views, shares, and engagement compared to static image posts, especially when trendy music, outfit transitions, or fast editing styles were used. Seasonal campaigns such as Raya collections also appeared to attract more attention because they connected well with audiences culturally and emotionally.

However, we also observed several weaknesses in the brand’s Instagram strategy. The feed lacked strong visual consistency because different themes, campaigns, promotional posts, and reels were mixed together without a clear arrangement or structure. Some reel thumbnails disrupted the overall aesthetic of the feed, making the profile appear less curated compared to stronger fashion brands. The captions were informative and clear, but many felt highly sales-focused and repetitive rather than emotionally engaging or distinctive.

Findings: From our analysis, we found that Padini is effective in promoting products and maintaining an active social media presence. The brand successfully communicates affordability, trendiness, and accessibility through its visuals and captions. Its content is easy to understand and suitable for everyday consumers, which supports Padini’s positioning as a casual and affordable lifestyle fashion brand. Reels were identified as one of the brand’s strongest communication tools because they generated significantly higher reach and engagement compared to regular image posts.

At the same time, our findings showed that Padini lacks a strong and memorable visual identity on Instagram. Although the individual posts are visually appealing, the overall feed feels more commercial and retail-driven rather than strategically curated. This created opportunities for improvement, such as organising posts by themes or collections, designing more consistent layouts and reel covers, and introducing more interactive content like polls, quizzes, and styling series. Overall, this project helped our group understand the importance of balancing product promotion with visual consistency, storytelling, and audience engagement in social media communication.

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Anggia Tsani Rachmadiyanti (0368487)