Digital and Social Media Communication | Task 1
23/04/26 - 13/05/26 [ Week 1 - Week 4 ]
Nicco Chew Jin Xun (0366563)
Digital and Social Media Communication | Bachelor of Design (Hons) In Creative Media | Taylor's University
Tutor: Mr. Goh
Table of contents
1. Instructions
3. Feedback
4. Reflection
Instructions
Task 1: Social Media Analytics
Project / Process Work
Group Formation
In Week 1, our class formed project groups, and we were group 02. During our first meeting, we discussed the project brief and familiarised ourselves with the task requirements. Our group was assigned Pestle & Mortar Clothing (PMC) as our selected brand for analysis. We then distributed the workload among team members according to the different research components, ensuring that each person had a clear responsibility. This initial discussion helped us establish an organised workflow and provided a clear direction for the research process throughout the project.
Progress and Ideation
For this project, our group's selected brand is Pestle & Mortar Clothing (PMC). After assigning the research tasks, I was responsible for studying the brand's story, vision, and mission.
To begin my research, I explored the background of Pestle & Mortar Clothing to gain a better understanding of how the brand was established, what it represents, and the values that shape its identity. I also examined the brand's unique positioning within the Malaysian streetwear market. Understanding the brand story allowed me to look beyond its products and recognise the personality, culture, and philosophy that define the brand.
In addition, I researched the brand's vision and mission to understand its long-term goals and core purpose. This included identifying the values that guide the brand's creative direction, business decisions, and communication with its audience. This research provided valuable insights into how Pestle & Mortar Clothing has developed its identity and will serve as a strong foundation for the following stages of our group analysis and presentation.
After completing the initial research on Pestle & Mortar Clothing, our group proceeded with a more comprehensive brand analysis. The analysis was guided by the topics covered in Week 2's lecture, allowing us to apply the theoretical concepts to a real-world brand.
- Brand Introduction
- Brand Story and Background
- Products / Services Analysis
- Vision, Mission and Brand Purpose
- Target Market Analysis
- Digital and Social Media Channel Analysis
- Social Media Data Collection
- Content Type Analysis
- Engagement Analysis
- Audience Response and Sentiment Analysis
- Visual Communication Analysis
- Tone of Voice and Caption Analysis
- Competitor Analysis
- SWOT Analysis
- Key Findings and Insights
- Early Campaign Opportunities
- Conclusion
During this phase, I completed my assigned research on Pestle & Mortar Clothing, focusing on the brand's background, positioning, vision and mission, visual communication, communication style and tone of voice. I analysed the brand's identity across its website, social media, and marketing materials, identifying how its visual language and storytelling contribute to a strong, recognisable brand image.
Final Outcome Final Task 1 - Presentation Slides
Feedback
Week 1 (22/04/26)
General
Feedback:
This week, Mr. Max gave us a brief session on the course overview and this semester’s assessment expectations. After that, we got into groups of four and started on discussing our
roles in completing the first task based on our given brand or topic.
Specific
Feedback:
N/A
This week, Mr. Max gave us a brief session on the course overview and this semester’s assessment expectations. After that, we got into groups of four and started on discussing our
roles in completing the first task based on our given brand or topic.
Week 2 (29/04/26)
General
Feedback:
This week, Mr. Max gave us a lecture on how to conduct in-depth research and analysis on a brand’s social media through a collection of qualitative and quantitativendata. He also mentioned the use of social media metrics to gauge ROI measurements and whether a concept, campaign, post, or idea would successfully promote or communicate the brand’s intent.
Specific
Feedback:
N/A
This week, Mr. Max gave us a lecture on how to conduct in-depth research and analysis on a brand’s social media through a collection of qualitative and quantitativendata. He also mentioned the use of social media metrics to gauge ROI measurements and whether a concept, campaign, post, or idea would successfully promote or communicate the brand’s intent.
Week 3 (06/05/26)
General Feedback:
This week, Mr. Max focused on giving each group individual consultations during our allocated time slots. During this time, he also gave us a recap on what to expect for next week's presentation and further assessments as well.
Specific Feedback:
N/A
Week 4 (13/05/26)
General Feedback:
[ Presentation Week ]
Specific Feedback:
N/A
Reflection
Through Task 1A, I gained a deeper understanding of the importance of brand research before developing any marketing or design strategy. By analysing Pestle & Mortar Clothing's brand story, vision, mission, and communication style, I realised that every successful brand is built upon a consistent identity and a clear purpose. Rather than focusing only on products, I learned how a brand's values, visual language, and tone of voice influence the way audiences perceive and connect with it.
Working in a group also strengthened my teamwork and communication skills. Since each member was responsible for different sections of the analysis, it was important for us to share our findings and ensure that all parts were connected into a cohesive presentation. This experience taught me the value of collaboration, proper task allocation, and meeting deadlines throughout the project.
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