DIGITAL & SOCIAL MEDIA COMMUNICATION
23/04/2026 - dd/mm/yyyy (Week 1 - Week 14)
Valerius Ethan Wirawan / 0372774
Creative Brand Strategy / Creative Media / The Design School
Creative Brand Strategy / Creative Media / The Design School
Task 1:
TABLE OF CONTENT
1. Instruction
2. Process Work
3. Final Outcome
4. Feedback
5. Reflection
2. Process Work
3. Final Outcome
4. Feedback
5. Reflection
1. INSTRUCTION
Fig. 1.1. Module Information Booklet (MIB)
2. PROCESS WORK
WEEK 1: BRIEFING
This assignment focuses on conducting a social media analytics study to
build a solid understanding of a chosen brand’s positioning and digital
presence.
Selected Brand:
Padini
Group Members:
- Maria Ashley Sundoko (0372793) – Group Leader
- Anggia Tsani Rachmadayanti (0368487)
- Valerius Ethan Wirawan (0372774)
- Angelique Svetlana Pekasa (0377365)
The study will cover the following key areas:
- Brand overview, focusing on its market offerings
- Background and brand narrative
- Range of products and services
- Identification of target audience
- SWOT analysis to assess strengths and limitations
- Brand vision and mission
- Social media platforms and marketing channels used
- Competitor analysis for comparative insights
WEEK 2: RESEARCH DRAFT
This assignment focuses on conducting a social media analytics study to
build a solid understanding of a chosen brand’s positioning and digital
presence.
Fig. 2.1. Research Draft - PDF
WEEK 3: FINAL RESEARCH (AS TEMPLATE GIVEN)
Fig. 2.2. Padini Brand Analysis & Social Media Analytics
Report - PDF
Following the completion of the research, it was discovered that
Padini has grown from a simple apparel business into a
well-established retail corporation managing various sub-brands for
different consumer segments. The company embraces a “one-stop
shopping” strategy by offering diverse fashion and lifestyle products
that appeal to the wider public.
Even with its extensive retail operations, the study found that
Padini’s financial growth has shown a slower progression in recent
years. One possible factor is the brand’s insufficiently defined
identity and positioning, which makes it less recognizable compared to
competitors, as much of its branding communication centers around
discounts and affordability.
The findings also demonstrated Padini’s initiative in strengthening
its online presence. Through social media platforms, the brand
consistently develops interactive and trend-focused content aimed at
younger demographics, particularly Gen Z audiences. While these
efforts successfully increase digital attention and engagement, they
do not always lead to sustainable consumer attachment or significant
business growth.
Moreover, the competitor review revealed that brands like Uniqlo and
H&M are more effective in creating recognizable brand
characteristics and stronger market positioning. Their ability to
communicate a consistent identity allows them to maintain stronger
relationships with consumers. Therefore, the suggested direction for
Padini focuses on refining its brand image and improving its
communication strategy to build greater relevance, engagement, and
long-term competitiveness.
Padini
currently targets a broad mass-market audience, resulting in unclear brand
positioning. Although the brand attracts Gen Z audiences through trend-based
social media content, the engagement does not strongly translate into
long-term sales growth.
Based on Padini’s strength in offering affordable fashion for all age groups,
Millennials are a more suitable target audience due to their stronger
purchasing power and family-oriented buying behavior, which aligns with
Padini’s “one-stop shopping” concept.
This direction is supported by competitors such as
Uniqlo
and
H&M, which successfully target Millennials through versatile, practical, and
lifestyle-focused branding. At the same time, both brands promote timeless and
sustainable fashion, encouraging consumers to value clothing as long-term
investments while maintaining affordability.
WEEK 4: PRESENTATION
WEEK 4: PRESENTATION
Fig. 2.3. Padini Brand Analysis & Social Media Analytics
Presentation
Fig. 2.4. Padini Brand Analysis & Social Media Analytics Presentation
- PDF
3. FINAL OUTCOME
this is a lorem ipsum dummy text.
4. FEEDBACK
Week 1
Introduction to the module brief and formation of project groups for the ongoing continuous assessment.
Introduction to the module brief and formation of project groups for the ongoing continuous assessment.
Week 2
Research findings revealed that Padini had been linked to certain public accusations. However, we were advised to avoid focusing on brand defense and instead shift attention toward its declining revenue. We were also instructed to narrow the analysis timeframe to within approximately one year to keep the study more relevant and focused.
Research findings revealed that Padini had been linked to certain public accusations. However, we were advised to avoid focusing on brand defense and instead shift attention toward its declining revenue. We were also instructed to narrow the analysis timeframe to within approximately one year to keep the study more relevant and focused.
Week 3
Following consultation, we were required to strengthen our research justification by providing more solid evidence to support the repositioning proposal. This included analysing competitor campaigns to better understand effective branding strategies and their application to our findings. Several refinements were also made, such as completing missing data and adding supporting visuals like social media metrics and official brand assets.
Following consultation, we were required to strengthen our research justification by providing more solid evidence to support the repositioning proposal. This included analysing competitor campaigns to better understand effective branding strategies and their application to our findings. Several refinements were also made, such as completing missing data and adding supporting visuals like social media metrics and official brand assets.
Week 4
After the presentation, feedback highlighted that the slides were overly data-heavy. We were advised to improve visual communication by summarizing key information and incorporating more visual elements. The presentation was also reduced in length to eliminate repetition and emphasize the core proposal. In addition, some data required stronger references and clearer justification, which needed to be revised and completed.
Week 5
Week 6
After the presentation, feedback highlighted that the slides were overly data-heavy. We were advised to improve visual communication by summarizing key information and incorporating more visual elements. The presentation was also reduced in length to eliminate repetition and emphasize the core proposal. In addition, some data required stronger references and clearer justification, which needed to be revised and completed.
Week 5
Week 6
Week 7
The lecturer emphasized that a strong August campaign proposal requires a well structured social media calendar finalized by June 10 before any design work begins, as designing without a clear strategy leads to disconnected and purposeless posts. Every post must have a defined date, time, platform, format, content pillar, objective, and call to action, with posting time justified by audience behavior and the 70/20/10 content pillar rule applied to avoid repetitive content. The campaign should flow across four phases covering awareness, education, engagement, and closing where each post connects to the next. Platform selection must align with the target persona from Task 2 and visual consistency in color, typography, and layout must be maintained across all designs with each member contributing a minimum of two designs. The final presentation must be delivered with a client proposal mindset backed by Task 1 and Task 2 data, presenting the calendar, mock ups, and expected outcomes cohesively to a panel by July 22.
5. REFLECTION
Observation
this is a lorem ipsum dummy text.
Experience
this is a lorem ipsum dummy
text.
Findings
this is a lorem ipsum dummy text.
Comments
Post a Comment