Digital and Social Media Communication: Task 1

on

 22.04.2026 - 13.05.2026 / Week 1- Week 5

Angelique Svetlana Pekasa / 0377365

Digital and Social Media Communication / Bachelors Of Creative Media / Taylor's University

Task 1: Exercise 1 

Table of contents

Lectures

Week 1:
Introduction to the module and what is expected. This module introduced the key processes and strategies involved in creating effective digital and social media communication. We were assigned a continuous group project divided into three connected stages: understanding the brand, identifying its target audience, and applying the research findings to develop a strategic social media campaign.

Task 1 formed the research foundation for the entire project. Before developing the campaign, we had to examine the brand’s positioning, online communication, audience responses, and possible areas for improvement.


Week 2:

Data Collection:
  • Primary data: Information collected directly through surveys, interviews, or observations.
  • Secondary data: Information gathered from existing sources, such as websites, reports, and social media.
Social Media Engagement:
Views should not be the main measurement because users may scroll past content quickly. Engagement gives a clearer understanding of whether audiences are responding to the content.

Engagement Rate:
Total Engagement ÷ Followers × 100

Total engagement includes:
  • Likes
  • Comments
  • Shares
  • Saves
Types of Analytics:
  • Platform analytics
  • Content analytics
  • Audience analytics
  • Competitor analytics
  • Sentiment analytics
  • Visual communication analytics
  • Communication tone analytics
  • Campaign and content pattern analytics
Week 3: Group Consultation

Week 4: Presentation

Instructions

Task 1

For this module, we were asked to make a group of 4 people each. And for this task we were assigned to make a social media analytic which would help us understand the selected brand. For this module, we were given PADINI as a brand. Listed below are the group members:
  • Maria Ashley Sundoko (0372793) - Group Leader
  • Angelique Svetlana Pekasa (0377365)
  • Valerius Ethan Wirawan (0372774)
  • Anggia Tsani Rachmadayanti (0368487)
To start this task we did an initial research as a group. Our leader, Ashley, divides the task accordingly. Shown below is the initial draft of the research. This draft gives all of us a solid foundation on PADINI as a brand, it's target audience, competitors, vision mission, and etc. 


After that, Mr. Max gives a template for us to complete. 


In this research we learned that Padini has grown from a garment selling company into a large retail brand with different sub-brands for all age groups. Its one stop shopping concept allows customers to find affordable clothing and lifestyle products in one place, but the brand has faced slower revenue growth, possibly because its personality and positioning are not strong enough to be memorable.

Although Padini actively creates trend-based content for Gen Z on TikTok and Instagram, the engagement doesn't always lead to stronger sales or long-term connection. Based on our audience and competitor research, we suggest shifting the main focus towards Millennials, as they usually have stronger purchasing power and are more likely to shop for themselves, their parents and their children. This fits Padini’s wide product range, while using clearer positioning, practical fashion and more meaningful communication to strengthen the brand.

After doing the research we made a presentation deck which was presented on week 5. Shown below is the final presentation deck made.



Feedback

Week 1:
Introduction to the module, no feedback was given.

Week 2:
While carrying out our research, we discovered that Padini had previously faced an accusation. However, we were told not to focus on defending or correcting the brand’s image, as that was outside the scope of our project. Instead, we were encouraged to focus on Padini’s slower revenue growth and limit our analysis to a more recent and relevant period, preferably within one year.

Week 3:
After the consultation, we were told that our repositioning proposal needed stronger evidence and clearer justification. To support our idea, we needed to study campaigns created by competitors and understand how their strategies could relate to our findings. We also added several missing elements to the research, such as screenshots of the brands’ social media followers and Padini’s official logo.

Week 4:
Following the presentation, we received several feedback that the slides contained too much data and needed to be more visually engaging. We were advised to summarise the information, reduce repeated content and shorten the overall number of slides. The proposed strategy also needed to become the main focus of the presentation. In addition, some of the findings lacked proper references and explanations, so we needed to strengthen the supporting evidence.


Reflections

Expereince
Working on this task gave me the chance to study how Padini communicates as a large fashion brand, especially through social media. At the beginning, we faced a sensitive issue related to the company, and were confused on how to go on with it as the company was in a tight spot because of a major issue, but we were guided to focus on its slower revenue growth and how the brand could improve its engagement and positioning. Throughout the project, I also improved my research, teamwork and critical-thinking skills while learning how real businesses deal with challenges and make strategic decisions.

Observation
We observed that PADINI have several social medias, where in it they focus on seasonal campaigns and trend-based content which usually received better engagement than static posts. However, the overall social media presence lacked consistency, stronger storytelling and a clear brand personality. This made the brand appear more commercial and less memorable compared to its competitors.

Findings
The research showed that Padini is effective in promoting affordable and accessible fashion, but its broad target market and weak brand identity may affect its long-term growth. Because of this, our team proposed repositioning the brand towards Millennials, as they have stronger purchasing power and are more likely to shop for themselves and their families. Competitor research also helped us understand the importance of clear positioning, consistent visuals and content that balances product promotion with storytelling and audience engagement.

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