Digital and Social Media Communication

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06/04/2023 - //2023 | Week 01 - Week 14
Digital and Social Media Communication / 

Loh Shu Huan / 0349621
Bachelor of Design in Creative Media


INSTRUCTIONS


PROGRESSIONS

Group 1
  • Ellyn Saw Mei Hui - 0353358
  • Ivy Jee Yi Jie - 0346713
  • Loh Shu Huan - 0349621
  • Tee Yi Qing - 0343456
  • Thoo Hui Ying - 0350359
Task 1
Week 01
For this task, we were required to analyse the data of Google Merchandise Online Store utilising given tools. We need analyse the data that caught our eyes and the data with interesting patterns, besides we also need to include our own observations in the report too.

Fig 1.1 Task1- Google Analytic

Task 2 & 3
Week 02-03
During this two weeks, our group focused on looking our potential client. At first we mainly focused on one cafe which is located in our campus. But due to the late reply of the owner we decided to find other brand, such as drinks, candle and cafe. We took two weeks to find and confirm our client - Alocha, which is a local kombucha brand.

We scheduled an online meeting with our client to brief her about the project and collect some brand information. We prepare a set of question to get to know more about the brand.

Fig 2.1 Project Briefing with client, 21/04/23
Fig 2.2 Project Briefing with client, 21/04/23

Week 04
After the meeting with client we started analysing the social media of the business. I was in charged of the part of content analysis. Besides the colour scheme and art direction, my main task is to analyse the website of the business which includes 6 topics (strategy, usability, style, content, search engine and customer service system). For the social media, I analysed about the engagement (likes, comments, views) and content (style and theme). Other than that, me and Ellyn also worked together to identified the SWOT of Alocha.

Besides working on the brand analysis, we also brainstorming for the content idea. We filled in our ideas of the content in content planner - Google Sheet.
Fig 2.3 Brand Study and Analytic of Alocha, 25/04/23

Week 05
On week 5, we sent our proposal to our client.

Fig 2.4 Project Proposal - Alocha, 02/05/23

Fig 2.5 Proposal feedback from client, 02/05/23

On week 5 Saturday, client sent the product to our group mate for shooting purposes.

Week 06
On this week me, Ellyn, YiQing and Ivy went to Ellyn's place for shooting for week 7 posts content. Ivy brought the products and the rest of us brought the props for shooting. 


Week 1

Fig 3.0 Week 1 Group Progress

Feed 1: Summer time with Alocha!

Fig 3.1 Week 1 - Feed 1 - YiQing

Feed 2: Picnic with Alocha!

Fig 3.2 Week 1 - Feed 2 - YiQing

Feed 3: Make your 520 better with Alocha!

Fig 3.3 Week 1 - Feed 3 - Ellyn

We took the video after the class at the cafe around campus, me and YiQing were the hand model and the video was taken by Ellyn, Rebecca and Ivy were assisted us for the set up and shooting as well.

Week 2

Fig 4.0 Week 2 Group Progress

Feed 1: ZhaoCha

Fig 4.1 Week 2 - Feed 1 - Ivy

Feed 2: Mocktail Recipe click here

Fig 4.2 Week 2 - Feed 2 - YiQing

Feed 3: Packaging Bundle 6 Stop Motion

Fig 4.2 Week 2 - Feed 3 - ShuHuan

We shoot this video on week 6, I'm the director and photographer of this feed and Ellyn was the assistant to help me for shooting. This feed is to show the packaging of the bundle six, so we decided to let the bottle move in and jump into the box.

For the editing, there's one picture that accidentally capture the hand at the corner, hence I used PS to fix it. Besides, I added the SFX to make the bottles look lively and cute.

Fig 4.2.1 Feed 3 Progression - ShuHuan

According to the data on 3rd of July, this IGR has reached 23.3k views and 141 likes, even though this post had been delayed for posting, posted on 16th of June

Fig 4.2.2 Alocha Reels Profile - ShuHuan

Week 3

Fig 5.0 Week 3 Group Progress

Feed 1: What's coming soon?

Fig 5.1 Week 3 - Feed 1 - ShuHuan

This video was created as a teaser of the brand new launched product - 1L kombucha. The video was designed in square size to post as a IGP. The client was questioned about to make it into reel size (vertical), but as the reference we provided to client, the new launched product teaser mostly posted as an IG post. 

All the assets was created in AI and imported to AE for animating. Besides there's also BGM added.

Fig 5.1.1 Feed 1 Progression - ShuHuan

Feed 2: Your MBTI as Alocha's Kombucha

Fig 5.2 Week 3 - Feed 2 - Ellyn & ShuHuan

The idea of this content is to matching the kombucha flavours (colours) to the MBTI groups (colours), and encourage people to comment down the emoji according to their MBTI.

We selected four of the flavours that available throughout four seasons to match with the MBTI groups. Hence, each of us in charge of 2 groups. As I have the ideas of the cover pages, so I designed them as well.

Fig 5.2.1 Feed 2 Progression - ShuHuan

 Feed 3: It's fruit dropping (GIF)

Fig 5.3 Week 3 - Feed 3 - Rebecca

Even though the person in charge of this post is Rebecca, but the idea and design was done by me. This content was assigned before a week of ILW as this post needs to be posted on the week after ILW, but due to the sickness, the post wasn't completed by the due date. Me and other member think that the art style of incomplete version was not match with the brand. 

Hence, I created the assets and tried to do the animation before the class start. 

Fig 5.3.1 Feed 3 Progression - ShuHuan

The animation was created during the class time. I passed all the assets and the AE data to the PIC, besides, I also helped with the transition between two flavours.

Fig 5.3.2 Feed 3 Progression - ShuHuan

Week 4

Fig 6.0 Week 4 Group Progress

Feed 1: Testfully Food Expo

Fig 6.1 Week 4 - Feed 1 - ShuHuan

This feed was required by client as she wanted to promote the up-coming pop-up booth. She provided us some picture from her previous booth but to be honest none of them is useful. Hence I tried to crop the booth from the picture. I also ask for the picture of the elements that I needed.

Besides, I also turned the post into GIFs but due to Instagram can't post multiple GIF at the same post, hence the final post was the pictures.

Fig 6.1.1 Feed 1 GIF Progression - ShuHuan

Fig 6.1.2 Feed 1 GIF - ShuHuan

Fig 6.1.3 Feed 1 GIF - ShuHuan

Fig 6.1.4 Feed 1 GIF - ShuHuan

Feed 2: Funny Reel - Hype Boy x Tastefully Food Expo

Fig 6.2 Week 4 - Feed 2 - Ellyn

This content was shoot after the class in campus, Yi Qing was the main actress, I was the cameraman and the second actress and Ellyn was the editor.

Feed 3: Wes Anderson Trend to promote the Tastefully Food Expo recap click here

Fig 6.3 Week 4 - Feed 3 - YiQing
 
My group mates went to the food expo at Sunway Exhibition on the first day of the fair for shooting, due to my sickness (fever, body pain, cold) I was taking the medical leave.

Week 5

Fig 7.0 Week 5 Group Progress

Feed 1: Tastefully Interview click here
This content was divided into two parts as client requirement.

Fig 7.1 Week 5 - Feed 1 - Rebecca & Ivy

Feed 2: 1L Kombucha Launching

Fig 7.2 Week 5 - Feed 2 - ShuHuan

This post was create for official announcement of the 1L size kombucha. The first idea of this content was by Ellyn, she mentioned that we can take photo of ourselves standing beside the bottle, hence, I reused her idea but used the original kombucha bottles instead of human pictures.

I refined the bottles PNG before start working on this. I've created the multiple posts with different text arrangement.

Fig 7.2.1 Feed 2 Progression - ShuHuan

Feed 3: Father's day

Fig 7.3 Week 5 - Feed 3 - Rebecca

Week 6

Fig 8.0 Week 6 Group Progress

Feed 1: Kombucha Americano Recipe click here

Fig 8.1 Week 6 - Feed 1 - YiQing

Feed 2: OOTD with Alocha!

Fig 8.2 Week 6 - Feed 2 - Ellyn

Feed 3: Recycling Alocha's Bottles

Fig 8.3 Week 6 - Feed 3 - Ivy
Fig 9.0 Final Content Execution Presentation Slides, PDF


FEEDBACK

Overall feedback from our client - Ms.Joanne, the founder of Alocha kombucha
She thinks that our group work very well together, and she likes the content and the outcome that we proposed. In the last few weeks, she offered us a job that she wanted to hire us to manage there Instagram account and create the content for her business.

REFLECTION

Experience
This model gave me a good experience that I can learn how to work for a real client in order to help them to achieve their business's social media goal. At first, I was quite struggling with generate the content, I always worried about what should we do for next week. But my group mate kept encouraging me and once we have the idea, I knew who is more suitable for which content and I always can produce the design right after we have the idea, hence, I always complete my work on time. This was a totally new experience for me as I never create content for a business account and I think that's as difficult as what I imagines, I can don it too!

Observation
In comparison, I observed that my group mates who are operating a business account are more good in video editing while I'm the one who is more into graphical and animation post.

Findings
I found that I felt more struggled when it comes to brainstorm the content idea than my group mates, I believe that that's because most of my group mates have their business social media account to operate, so it's more usual and easy to generate the idea. Besides, they kind of know more trendy content in SEA and oversea, unlike them, I kind of more familiar with the trend in China.

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