DIGITAL & SOCIAL MEDIA COMMUNICATION TASK 3: CAMPAIGN PROPOSAL,CONTENT CALENDAR & KEY VISUAL DESIGN

                                  

10/06/2026 - 22/07/2026 (Week 8 - Week 14)

ZHANG QIYU(0384019)

Digital & Social Media Communication

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

Instructions

Task 3: Campaign Proposal, Content Calendar & Key Visual Design(Inside Scoop)

For our final assignment, we were required to develop a complete digital marketing campaign proposal for our assigned brand, Inside Scoop. Building upon the research conducted in Tasks 1 and 2, we analysed the brand's identity, target audience, competitors, and social media performance before proposing a campaign that addressed the opportunities and challenges we had identified. The campaign included a complete strategy consisting of campaign objectives, content pillars, a content calendar, and a series of promotional key visuals.

We began by reviewing Inside Scoop's brand identity, social media presence, and competitor landscape to identify the brand's strengths and areas for improvement. Using the insights gathered from our previous user persona and empathy map, we developed the "Scoop Bersama" campaign, a Merdeka-themed social media campaign that celebrates Malaysian culture through locally inspired ice cream flavours. The campaign aimed to strengthen emotional connections with audiences while encouraging interaction, user-generated content, and greater brand engagement.

As part of the proposal, we identified several campaign problems and opportunities before establishing clear marketing objectives. We then structured the campaign around four content pillars—Product Promotion, Engagement, Brand Story, and Conversion—to ensure a balanced content strategy throughout the campaign period. A detailed content calendar was also created to organise the posting schedule, campaign phases, and promotional activities across multiple social media platforms.

The final stage of the assignment focused on designing the campaign's visual identity and promotional materials. I designed a series of social media key visuals, including teaser posts, flavour reveal posts, promotional graphics, storytelling visuals, and Merdeka celebration content. Each visual was developed with a consistent art direction inspired by Malaysian heritage, warm nostalgic colours, and Inside Scoop's established brand identity to create a cohesive and engaging campaign experience.

Overall, this assignment allowed me to apply everything I had learned throughout the module by combining research, audience analysis, branding, marketing strategy, and visual communication into one complete campaign proposal. It strengthened my ability to create user-centred digital marketing strategies while producing cohesive visual content that aligns with both brand objectives and audience needs.

Reflection 

This assignment allowed me to apply the knowledge gained from previous tasks by developing a complete digital marketing campaign for Inside Scoop. Through creating the “Scoop Bersama” campaign, I learned how research, audience insights, and brand identity can be combined to develop an effective communication strategy.

Designing the campaign visuals helped me understand the importance of maintaining consistency between the brand’s personality and visual direction. I learned how colours, layouts, and visual elements can be used to create emotional connections with audiences while communicating the campaign message clearly.

This project improved my skills in campaign planning, content strategy, and visual communication. It also showed me that successful design is not only about creating attractive visuals but also about solving problems and delivering meaningful experiences for the target audience.