13.05.2026 - 27.05.2026 / Week 5- Week 7
Angelique Svetlana Pekasa / 0377365
Digital and Social Media Communication / Bachelors Of Creative Media / Taylor's University
Task 2
Week 5 & 6: To build a consumer persona as part of a brand’s creative strategy, we first need to identify the people who actively support and engage with the brand through their comments, likes, and shares, as they could potentially become our customers. From these real interactions and behaviours, we can create fictional but realistic personas based on their demographics, habits, motivations, and needs. We can also use empathy mapping to understand what each persona thinks, feels, says, and does, including the problems or barriers they may face.
Personas are important because it:
- Help understand the audience on a deeper level and guide our campaign message, design, and creative decisions.
- Help the brand connect with customers’ beliefs, test whether a campaign idea would appeal to them, stand out from competitors, and build stronger customer loyalty.
Week 7: Task 3 breifing
Instructions
Task 2
In this task we were assigned to make user personas in order to understand how brands communicate, and to have a deeper understanding an empathy map was also made. There were a total of 3 user personas, Chloe Chang: Millennial who keeps up with fashion trends, Lauren Alyssa Tan: a WFH millennial who likes online shopping as it's convenient, and Daniel Wei Jian: another millennial with financial responsibilities to provide for his family.
After week 6's feedback our group chose to go with Lauren. Shown below is the empathy map we created along with the user persona.
We were given a report template to feel for week 5 and 6. Shown below are both our final outcome of the report.
Week 5:
Week 6:
Feedback
Week 5: Mr Max advised us to make the three personas more specific and ensure they represent consumers who genuinely purchase Padini products. Each persona should also have a distinct direction that can guide different campaign strategies and content. We were asked to revise one persona to better represent an active online consumer.
Week 6: Mr Max recommended choosing Lauren as the main persona because her behaviour is more digitally focused and suitable for a social media-based campaign. This gave the campaign a clearer direction centred on online exposure and engagement.
Week 7: Our revised persona and empathy map were approved, so begin planning content based on Lauren’s needs and online behaviour. Mr Max reminded us to include Instagram Stories and motion content, rather than focusing only on feed posts.
We were also instructed to complete a structured social media calendar before designing. Make sure that each post is also consistent in the design.
Reflections
Experience
This task seems very fast, there was a lot of research needed which should be compiled and completed in a short amount of time. In this task we developed our user persona and empathy map further which helps a lot as it becomes one of the main reference for our visual direction and marketing strategy. We also received a lot of valuable feedbacks, one of them is our main concern on how our shift on the direction on task 2 might not align well with the task 1, however with further discussion with the team and Mr. Max the new direction is better as it's more coherent making a clearer target audience.
Observation
I observed that as this task is mainly research based, it requires me to be flexible. In this task we changed our main persona which for me and the team, felt like a major shift, but our findings showed that digital exposure strongly influences purchasing decisions. This helped us focus on comfort, convenience, trust, and flexibility. I also learned that effective marketing decisions should be guided by audience insights rather than personal assumptions.
Findings
Persona development and empathy mapping helped us better understand millennial consumers. Through research and conversations with millennials, we found that they value practicality, convenience, reliability, and long-term value. Although influenced by digital content and social proof, they prefer products which fits their lifestyles instead of just following the current trends. These insights helped us develop a more relevant, empathetic, and user-centred communication strategy for Padini.
Persona development and empathy mapping helped us better understand millennial consumers. Through research and conversations with millennials, we found that they value practicality, convenience, reliability, and long-term value. Although influenced by digital content and social proof, they prefer products which fits their lifestyles instead of just following the current trends. These insights helped us develop a more relevant, empathetic, and user-centred communication strategy for Padini.
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