Digital & Social Media Communication - Task 3
3/06/2026 - 22/7/2026 (Week 7 - Week 14)
Digital and Social Media Communication COM61804 / Bachelor in Design (Hons) in Creative Media / Taylor's University
Digital and Social Media Communication COM61804 / Bachelor in Design (Hons) in Creative Media / Taylor's University
Anggia Tsani Rachmadiyanti, (0368487)
Task 3 - Group - Content Planning & Final
CONTENT LIST
- Instructions & Brief
- Lecture notes
- Task 3 - Group Progress
- Feedbacks
- Overall Reflection
- Link to our google: drive: https://drive.google.com/drive/folders/18L9wVHRCvZ2LZyQ2l2jnQVbUjpLE1DbZ?usp=sharing
Instructions & Module Brief:
Lecture Notes
Week 7 Lecture : Group Content Calender
- Mr Max briefed us through the whole task 3 spreadsheet and slides for the project calender timeline
- This week we were introduce to make a calendar social media planning.
- "designing without clear strategy = purposeless post"
- Client Proposal Mindset: to propose how the brand should communicate (specifically August 2026)
- Social Media Manager Mindset: to understand how audience will engage in social media platform
- Designer Mindset: for visually pleasing and intriguing toward the targeted audience
- **Follow 70/20/10 content pillar rule to avoid repetitive content
- Have a visual consistency across all designs made
- Deliver the final presentation (on week 14) clearly, factual data (not hard-selling the brand).
Week 8 - 14: Group Consultation
- No lecture
Task 3: Content Planninng
In this task we started off by filling in the spreadsheet for our
group progress and planning to make the Padini contents.
This is the link to our spreadsheet:
Week 8
After we have done task 2, which was analyzing the brand
and developing empathy map and a persona as a guide, we
moved on to curating the content direction for August 2026.
We started by reviewing our past work and gathering
references to see how we can make the most suitable content.
Based on our persona, we found references and inspirations
for the design to direct them to Padini's online shopping
through social media ads. Here's the design references we
have gathered:
(Fig. 1) - Design Direction References, Week 7
(03/06/2026)
Each visual reference creates a narrative from introducing
Padini’s one-stop shop, to a WFH lifestyle, toward how to
style comfortably while remaining professional from the
comfort of their home. This content pillar will be combined
through dynamic storytelling each week for a month.
(Fig. 1) - Design Direction References, Week 7
(03/06/2026)
We chose the campaign name to be :
"The Work-Life Wardrobe" as we chose our target audience to be a "working from home"
individual.
This is our group's Figjam Board:
Our Figjam board allows all of us to makesure all our
colours, typefaces are consistent.
(Fig. 2) - Figjam board, Week 7 (03/06/2026)
(Fig. 2.1) - Colour Palette & Typeface Reference,
Week 7 (03/06/2026)
Group Content Planning Sheet:
To make sure our vision is clear and structured and
organised, Mr Max gave us a spreadsheet to fill in our
content plannings for our August campaign:
(Fig. 3) - Content Planning, Week 8, (10/6/2026)
We organized our campaign plan by introducing the concept
in the first week, then leading the audience to online
shopping, and closing with testimonial content. In points,
our content flow is:
- Introduction: Introduce Padini's concept and the WFH
lifestyle.
- Engagement: Direct the audience to shop through Padini's
online website.
- Activation: Build trust (e.g., offering solutions to
customer pain points and including garment details).
- Closing: Consumer testimonials.
To visualize our design directions, we created a design
tracker showing how each content would be executed. This
also helped us plan which content would be published on each
platform:
(Fig. 4) - Design Tracker, Week 9, (17/6/2026)
(Fig. 2.1) - Colour Palette & Typeface Reference,
Week 7 (03/06/2026)
(Fig. 4) - Design Tracker, Week 9, (17/6/2026)
The design tracker served as a guideline for the timeline
of execution and helped keep the content aligned from one
post to another. As for the mood board tracker and timeline
sketch, they helped manage the layout of posts for each
feature across the selected social media platforms for the
campaign while keeping a consistent art style across
different team members while still representing the brand
Padini.
Content Planning Spreadsheet -
link
In summary (points):
A01 -> introduction to Padini 'One-Stop Shopping'
concept in their online website.
A02 -> introducing Work From Home (WFH) comfortable
wear.
A03 -> USG content OOTD preferences suitable for
WFH.
A04 -> OOTD rotation suitable for each routine of the
day.
A05 -> Versatile fashion combination (3 top, 1
bottom).
A06 -> Guide to understanding garment size for the best
fit (part 1).
A07 -> Understanding the size to shop confidently in
online website (part 2).
A08 -> Testimonial on online shopping feedback at
Padini.
A09 -> GRWM on online shopping on Padini website
(supporting testimonial).
A10 -> Highlighting the outfit of the month (closing of
the campaign).
Week 9
After developing our content planning strategy, we
started executing it. To start, we found inspiration for
how we could mix and match outfits by relying on a
timeless and minimalist aesthetic while presenting them in
a neat manner that emphasizes comfortability. Here's a
couple of styling references used:
(Fig. 5) - Styling Inspo, Week 8, (14/6/2026)
We started doing our photoshoot with one model, where we
brought different outfits which will be the content images
for our posts later on. Before that, we found references
for the ideas of the poses for the photoshoot:
1st Photoshoot
On 15th, June we asked help from one friend to be the
model of our photoshoots. We have prepared different
clothings for us to style. Valerius was the one doing
the photographs, while we all help him hold the
reflector, help style the model and pose
directions
(Fig. 6) - Photoshoot session, Week 9,
(15/6/2026)
For this photoshoot session, we mainly focused on our
static post first while exploring fashion combinations
to represent Padini in a timeless aesthetic, and a
photographic atmosphere of working in the comfort of
home, projected through a sofa and supporting props
(e.g., laptop, book, teddy bear, etc.).
During the shoot, we helped each other while having
individual responsibilities. Valerius and Angelique
were most likely in charge of the photography and
equipment needed for each shot. While Ashley and I
focused more on styling, such as giving the model a
hairstyle, preparing the clothing combinations for
each shot, and making sure everything was neat and
suited for a catalog design.
2nd Photoshoot
On July 1st we continued our photoshoot session and
also started with video making completing all the
footage for our content. Here's the documentation of
the photoshoot session:
(Fig. 7) - 2nd Photoshoot session
(Fig. 7.1) - 2nd Photoshoot session
For this session, we focused on completing all the
footage according to our mood board and storyline for
each of our contents that represented the campaign. We
relied on a minimalist aesthetic and clean shots.
However, due to complications during the shoot, we
optimized our location by using one of Taylor's Common
Ground cafés while trying to represent the atmosphere
of working from home.
Overall Designing Process
Once both photoshoot sessions were completed, we
compiled all the raw photos in one folder. This way,
it was easier to choose which photos and videos were
suitable for our content.
(Fig. 8.1) - Organizing files
Afterwards, we gathered all the design files into
multiple folders, separated according to which design
each member was working on. Here's the overview:
(Fig. 8.2) - Organizing files
All the progress we made was updated and shared
through the Google Drive folder to maintain
consistency across multiple designs and ensure that
every design represented the brand's identity and
visual direction.
Link to our google drive:
Week 9
After developing our content planning strategy, we started executing it. To start, we found inspiration for how we could mix and match outfits by relying on a timeless and minimalist aesthetic while presenting them in a neat manner that emphasizes comfortability. Here's a couple of styling references used:
(Fig. 5) - Styling Inspo, Week 8, (14/6/2026)
We started doing our photoshoot with one model, where we
brought different outfits which will be the content images
for our posts later on. Before that, we found references
for the ideas of the poses for the photoshoot:
1st Photoshoot
On 15th, June we asked help from one friend to be the
model of our photoshoots. We have prepared different
clothings for us to style. Valerius was the one doing
the photographs, while we all help him hold the
reflector, help style the model and pose
directions
(Fig. 6) - Photoshoot session, Week 9,
(15/6/2026)
For this photoshoot session, we mainly focused on our
static post first while exploring fashion combinations
to represent Padini in a timeless aesthetic, and a
photographic atmosphere of working in the comfort of
home, projected through a sofa and supporting props
(e.g., laptop, book, teddy bear, etc.).
During the shoot, we helped each other while having
individual responsibilities. Valerius and Angelique
were most likely in charge of the photography and
equipment needed for each shot. While Ashley and I
focused more on styling, such as giving the model a
hairstyle, preparing the clothing combinations for
each shot, and making sure everything was neat and
suited for a catalog design.
2nd Photoshoot
On July 1st we continued our photoshoot session and
also started with video making completing all the
footage for our content. Here's the documentation of
the photoshoot session:
(Fig. 7) - 2nd Photoshoot session
(Fig. 7.1) - 2nd Photoshoot session
For this session, we focused on completing all the
footage according to our mood board and storyline for
each of our contents that represented the campaign. We
relied on a minimalist aesthetic and clean shots.
However, due to complications during the shoot, we
optimized our location by using one of Taylor's Common
Ground cafés while trying to represent the atmosphere
of working from home.
Overall Designing Process
Once both photoshoot sessions were completed, we
compiled all the raw photos in one folder. This way,
it was easier to choose which photos and videos were
suitable for our content.
(Fig. 8.1) - Organizing files
Afterwards, we gathered all the design files into
multiple folders, separated according to which design
each member was working on. Here's the overview:
(Fig. 8.2) - Organizing files
All the progress we made was updated and shared through the Google Drive folder to maintain consistency across multiple designs and ensure that every design represented the brand's identity and visual direction.
Link to our google drive:
My Personal Design (part) Processes
I was incharge of 3 posts: A03, A08 and A10
A03 (IG Story Poll):
For this I was the one making the Instagram poll, for more
user engagement. For this i created a 3 story poll for Padini,
where visitors of the page can play this or that while
clicking on the instagram poll, choosing which Work From Home
outfit they prefer more. I also added the product code for
each attire, as well as the Padini.com text at the bottom, so
it directs the visitors to Paidini's official online
shop.
(Fig. 9.1) - Editing photoshoot of model
To start off, I edited all the photoshoot images of our
model. I used Snapseed to edit them as I can use the
Selective brush tool on the dark parts to adjust the
shadows, making it brighter.
Once the editing was done, I transferred and did the
design of the Poll Story on Illustrator...
(Fig. 9.2) - Working on Illustrator
Final Outcome of A03:
(Fig. 9.3) - Final Poll Story Outcome
(Fig. 9.4) - Final Poll Story Outcome
(Fig. 9.1) - Editing photoshoot of model
To start off, I edited all the photoshoot images of our
model. I used Snapseed to edit them as I can use the
Selective brush tool on the dark parts to adjust the
shadows, making it brighter.
Once the editing was done, I transferred and did the
design of the Poll Story on Illustrator...
(Fig. 9.2) - Working on Illustrator
Final Outcome of A03:
(Fig. 9.3) - Final Poll Story Outcome
(Fig. 9.4) - Final Poll Story Outcome
A08 (IG Story Customer Testimonial):
This post is made towards the closing, where I made the IG
story of user testimonials for the padini Online shopping
for Work-From Home Line.
Brand user testimonials on Instagram Stories are important
for Padini's Work-From-Home online shopping campaign because
they help build trust, encourage purchases, and create a
stronger connection with potential customers.
Real customer experiences make the campaign feel more
authentic than traditional advertisements. People are more
likely to trust other customers' opinions. When millennials see others enjoying Padini's WFH
outfits, they are more confident that the clothing is
comfortable, stylish, and worth buying.
Testi's highlights real product benefits, such as comfort, breathable fabric, flattering fit, and
suitability for video meetings and working from
home.
Instagram Story testimonials act as
social proof
that reassures potential customers that Padini's
work-from-home collection is comfortable, stylish, and
practical for everyday remote work. This helps increase
confidence in shopping online and can lead to higher
conversion rates.
Firstly, I edited all the photos im going to use for the
story and wen to make the design on Illustrator...
(Fig. 10.1) - Sketch of testimonial story IG
(Fig. 10.2) - Editing photoshoot for testimonial
story IG
(Fig. 10.3) - Designing testimonial story IG,
Illustrator
Final Outcome of A08:
(Fig. 10.4) - Final Testimonial Story #1 - intro
story
Real customer experiences make the campaign feel more authentic than traditional advertisements. People are more likely to trust other customers' opinions. When millennials see others enjoying Padini's WFH outfits, they are more confident that the clothing is comfortable, stylish, and worth buying.
Testi's highlights real product benefits, such as comfort, breathable fabric, flattering fit, and suitability for video meetings and working from home.
Instagram Story testimonials act as social proof that reassures potential customers that Padini's work-from-home collection is comfortable, stylish, and practical for everyday remote work. This helps increase confidence in shopping online and can lead to higher conversion rates.
Firstly, I edited all the photos im going to use for the story and wen to make the design on Illustrator...
(Fig. 10.1) - Sketch of testimonial story IG
(Fig. 10.2) - Editing photoshoot for testimonial
story IG
(Fig. 10.3) - Designing testimonial story IG,
Illustrator
(Fig. 10.4) - Final Testimonial Story #1 - intro
story
(Fig. 10.5) - Final testimonial story - IG #2
(Fig. 10.6) - Final testimonial story - IG #3
A10 (IG Story Reel Highlight of Best look):
(Fig. 11.1) - Best Tops of the month, Highlight reel
sketch
For this last post, we wanted to give a fun ig reel for
closing whihc is showing highlights of the 4 best WFH tops
of the month from Padini with catchy music bground. For
this, I planned to make it a transition style where the
model comes into the frame each time with the 4 different
tops using a chair where she rolls from right/left side to
the center.
This is to showcase the top she is wearing, as well as I
will add details of what she is wearing such as the clothing
Code number and name from Padini. This repeats 4 times in
the video.
In the end of the video, there will be a CTA text: "SHOP
NOW AT OUR ONLINE STORE"
--> WWW.PADINI.COM
This is important to emphasize our main campaign message
which is to notify customers of Padini's Online shopping
site for its one-stop shopping for its Work From Home
collection.
For this, I did everything on CapCut using 16:9 IG reel
ratio. One thing to makesure is the borders I need to be
aware of as IG reel cuts alot of its sides with its bottom
caption space and top.
(Fig. 11.1) - Best Tops of the month, Highlight reel
sketch
(Fig. 11.2) - Video editing on CapCut
(Fig. 11.2) - Video editing on CapCut
I added multiple layers for each text and elements/icons.
Before cutting all clips, I adjusted all the clips'
brightness, shadows and contrast so that it is more clear.
Followed by adding the music I used : "Lover Girl by Laufey"
which suits the speed, tempo of this reel.
I added multiple layers for each text and elements/icons.
Before cutting all clips, I adjusted all the clips'
brightness, shadows and contrast so that it is more clear.
Followed by adding the music I used : "Lover Girl by Laufey"
which suits the speed, tempo of this reel.
(Fig. 11.3) - Video editing screenshot
(Fig. 11.3) - Video editing screenshot
Final Outcome of A10:
Final Outcome of A10:
(Fig. 11.4) - Final Highlights Video Outcome
(Fig. 11.4) - Final Highlights Video Outcome
Final Presentation Slides:
Once every member completed their design we compiled our
work into a pitch deck presentation proposal as part of a
digital marketing approach.
Here's our presentation pictures:
Final Presentation Slides:
Once every member completed their design we compiled our
work into a pitch deck presentation proposal as part of a
digital marketing approach.
Here's our presentation pictures:
(Fig. 12) - Final Presentation Pics
(Fig. 12) - Final Presentation Pics
Presentation Feedbacks:
Presentation Feedbacks:
Mr Max and the panelists said our direction, campaign idea is
very good. One thing to maybe improve is just for my IG
testimonial story, the colour is suddenly too dark, maybe we
can make it more minimal and lighter like the other A0s. Also,
for the This or That text, it can be in 2 different colour to
show contrast.
Feedbacks
Week 8:
Specific Feedback: Mr Max said that our
group's direction is already good, the planning is good, but he reminded
us to makesure all members stick to one consistent visual colour and
style. Makesure the colour is still giving "Padini", not totally another
new design. If our model photoshoot is not ready yet, we can still start
doing the design template first.
Week 9:
Specific Feedback: My Ig story poll is good
but makesure if i put a graphic element in one story I should put it still
in the other design too
Week 10:
Specific Feedback: Group Consuly +
Shooting
Week 11:
Specific Feedback: Mr Max said my A10 video
is good, song is good, just try to zoom in the model more abit so that the
clothing can be seen bigger. Place the number on top middle instead and
put the clothing code and details covering the legs.
Week 12:
Specific Feedback: The design progress showed significant improvement, particularly across
the video-based content, as it was suggested to use the brand logo as an
overlay so it would not be distracting. As for the overall layout, we also
need to consider the message related to the campaign, as well as the
placement of content within the social media "danger zones" (e.g.,
caption, likes, profile, etc.). As for the static posts, although they
follow a minimalist style, we still need to tweak the composition to
eliminate unnecessary negative space.
Week 13:
Specific Feedback:
The design we made will be put in a crossover platform, to do so, we were
required to put it in order of the campaign's narrative/message and explain
it further during the presentation.
Reflections
Experience
This final campaign proposal was one of the most collaborative projects I have worked on. One of the biggest challenges was ensuring that all four group members produced designs that looked visually consistent and felt like one unified campaign instead of separate individual works. We had to constantly communicate, compare layouts, typography, colours, photography style, and graphic elements to maintain a cohesive visual identity throughout the campaign. Although it required multiple rounds of revisions and discussions, it helped us develop stronger teamwork and design communication skills.
To make the campaign feel more authentic and relatable, we decided to use real-life models instead of relying on stock images. Organising the photoshoots, planning the outfits, directing poses, and editing the photographs required extra time and effort, but the final visuals made the campaign feel much more realistic and engaging. We also spent time researching current Instagram and TikTok trends to create content that was visually appealing while remaining aligned with Padini's brand identity and our selected work-from-home campaign direction.
Observations
Throughout this project, I observed that analysing a brand's existing social media presence is just as important as creating new content. By studying Padini's Instagram and comparing it with competing fashion brands, we identified several opportunities for improvement, particularly in lifestyle storytelling, user-generated content, styling inspiration, and stronger calls-to-action. This research became the foundation of our campaign strategy rather than designing content based only on assumptions.
Another observation was the importance of clear calls-to-action (CTAs). Since our objective was not only to showcase Padini's work-from-home outfits but also to encourage users to visit Padini's online store, every piece of content needed a clear purpose. Whether it was styling guides, customer testimonials, polls, or showcase reels, each post was designed to guide audiences through the customer journey, from discovering the content to becoming interested in the products and eventually visiting Padini's website. This showed me that successful social media campaigns should not only attract attention but also encourage meaningful audience action.
Findings
This project strengthened my understanding that effective digital and social media communication goes beyond creating aesthetically pleasing designs. Every content piece should solve a specific communication problem while supporting the brand's objectives. Through our user persona and empathy map research, we identified gaps in Padini's current social media content, including the lack of styling guidance, relatable work-from-home content, customer testimonials, interactive stories, and stronger website-directed CTAs. Our campaign was developed to address these gaps while making the brand feel more engaging and relevant to our selected target audience. I learnt to make sure the lightness of colours throughout all post in this campaign should be made same, as my IG testimonial design turned out too dark.
I also learned the importance of combining research, strategy, and creativity throughout the design process. Rather than creating content simply because it looked attractive, every post was supported by insights from competitor analysis, audience behaviour, and campaign objectives. Looking back, I am proud of how our team transformed research into a complete and consistent campaign that reflected both Padini's brand values and the lifestyle of modern remote workers. This experience has given me greater confidence in developing strategic social media campaigns that balance creativity with purposeful communication.
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