Digital and Social Media Communication – Task 3: Your New Study Break Campaign

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DIGITAL AND SOCIAL MEDIA COMMUNICATION - TASK 3

YOUR NEW STUDY BREAK: SECRET RECIPE CAMPAIGN

WANG JIHENG  0378904

Bachelor of Design (Hons) in Creative Media

Taylor's University

COM63304 Digital and Social Media Communication

Task 3: Campaign Proposal, Content Calendar and Key Visual Design

LIST

  • MIB
  • LECTURE
  • TASK 3
  • FEEDBACK
  • REFLECTION

MIB


LECTURE


TASK 3

Week 8 - Campaign Setup and Calendar Strategy

We began by completing the campaign setup, persona summary, content strategy and weekly proposal logic in the August Social Media Calendar. The primary audience was Gen Z university students aged 18-24 who look for affordable, comfortable places to study and relax. Sarah and Julie remained secondary audiences for family and office-life content.

The campaign objective was to make Secret Recipe feel fresh, fun and relevant to Gen Z students. The core message was: Classic Cakes, Daily Student Vibes. The tone of voice was planned to be friendly, casual, youthful, self-aware and conversational. For TikTok and Instagram, the visual directionx avoided heavy corporate templates and focused on phone-camera feeling, café spaces, student routines, simple text overlays and real human moments.


Fig. 1: Campaign setup and five-phase August content journey.


Five-Phase August Content Journey

  • Week 1 - Launch and Awareness (1-7 August): introduce the refreshed study-break idea and create attention.
  • Week 2 - Education and Value (8-14 August): show useful information such as café locations, study spaces, plug points, Wi-Fi and practical student value.
  • Week 3 - Engagement and Community (15-21 August): use relatable assignment content, polls, comments and student interaction.
  • Week 4 - Activation and Conversion (22-28 August): encourage outlet visits through clearly labelled campaign proposals and calls to action.
  • Week 5 - Closing and Retention (29-31 August): recap student moments and keep the study-break association after the campaign ends. 

Week 9-10 - Reference Research and Key-Visual Direction

Before developing the visual posts, we received guidance that the process needed stronger human research and references. We therefore shifted the design preparation toward clear, static social-media references that were directly connected to the campaign idea. The visual reference direction was clean café lifestyle photography, cream/red/brown colour relationships, simple bold typography, strong product focus and more empty space.

We also developed the visual system so that all campaign designs would feel connected. The key rules were consistent Secret Recipe logo placement, headline hierarchy, directional arrow treatment, bottom red label, café lifestyle imagery and a visible student context. The goal was to avoid a set of separate posters and make the posts read as one August campaign.

Fig. 2: Static social-media references used to develop the campaign visual direction.

Key-Visual Plan and Group Workflow

The calendar used asset IDs to organise the production work. The key visuals included A01 Campaign Opening, A02 Study Spot Map carousel, A04 first short reel, A05 second short reel and A06 campaign closing graphic. Aubin was responsible for designing the static posts and preparing the presentation. Zhang Tianyao and I were responsible for improving the second-reel script, filming the two reels and editing the video material.

For A01 Campaign Opening, the post introduces the study-break position with the message that Secret Recipe is not only for celebrations but can also be an everyday study-break spot. The call to action is to follow for student deals and study-break ideas. A02 is a location carousel, not only a map: each location should give a useful reason to choose it, such as a group-study break, post-shopping treat or quieter commuter-friendly stop.

Reel Development, Filming and Editing

Our first reel (A04) uses a 12-16 second study-break story. A student starts tired at a notebook or laptop, closes the laptop and walks to Secret Recipe, receives coffee and cake, sits down to read or work, then returns to study after a short reset. The sequence translates the campaign insight into a simple human moment rather than only showing a product.

The second reel (A05) develops a campaign-only Study Break Combo concept. It shows a student with an ID card, the coffee-and-cake moment, then a clean product ending. The group clarified that this is a proposed campaign deal, not an existing unconfirmed Secret Recipe promotion. I worked with Zhang Tianyao on the filming and edit process. We refined the onscreen captions to be shorter, quieter and more connected to the human story, and continued checking the pacing and ending during the final revision stage.

Fig. 4: Production and editing process for the campaign short-form videos.


Fig. 4: Production and editing process for the campaign short-form videos.


Current Submission Preparation

By 19 July, the group had updated the promo guide, completed the planned static-post direction and was refining the two reels before submission. The remaining checks were to make the captions feel more natural and emotionally connected, keep the text small enough not to overpower the video, shorten any slow section, and confirm that the campaign-only promotion is clear. The final files need to include the campaign key visuals, presentation slides and supporting campaign materials in the group folder.


FEEDBACK

The feedback on the opening post confirmed that the study-break idea, coffee-and-cake image and clean visual were suitable. The wording was revised from "Assignments can wait for 20 minutes" to "Take 20 minutes to reset before your next study session" so that the message remains responsible and campaign-friendly.

For the location carousel, the teacher asked us to make the map useful by explaining why students would choose each branch. The visual system also needed to be standardised through logo placement, headline hierarchy, arrow and bottom red-label treatment. For the short videos, the first reset-from-studying concept was confirmed as aligned with the campaign. The student-ID concept had to be clearly labelled as a campaign proposal unless a real offer could be confirmed.

During the final revision stage, we were also asked to give the reel captions more life while keeping them visually sober, short and not too dominant on screen. This feedback guided the final pacing, caption and voice-over decisions.


REFLECTION

Task 3 taught me how research, personas and design work together. Task 1 identified a communication gap, Task 2 explained why that gap matters to Ryan, and Task 3 turned that insight into an August content journey. The calendar made me think more carefully about the purpose of each post instead of only making individual designs.

I also learned that visual consistency needs to be planned from the beginning. The opening post, location carousel and reels need the same campaign voice, but each format must still suit its platform. For my own work, filming and editing the short videos made the campaign more practical because it required attention to human moments, pacing, captions and the audience's viewing experience.

 

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