Digital and Social Media Communication - Task 1 Social Media Analytics
21st September 2026 (Week 1) - 2026 (Week 4)
Insha Thahirah Rajab - 0360671
Digital and Social Media Communication - Section 01
Bachelor's Degree in Creative Media (Honors) - Taylors University
Task 1: Social Media Analytics
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CONTENTS
Task 1
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LECTURES
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INSTRUCTIONS
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TASK 1
- Student will be given a demo analytics account. The purpose of the task is to get students to familiarize with an analytics data and metrics.
- Students will be exposed to the types of data, measurable metrics and actionable insight that will drive a brand or site’s design application and development.
- Throughout the assessment period, students will analyze and interpret the data into manageable chunks that are able to drive the brand or site’s design application and development.
WEEK 1
WEEK 2
WEEK 4
WEEK 5
WEEK 6
WEEK 7
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FEEDBACK
Week 1
Specific Feedback: Your group will be working on Montigo. When
showcasing their highlights make sure to keep it
relevant to their key milestones that shaped the
brand. When listing out their prices, only take the
information presented on their official sites, do not
include third party prices, such as Shopee as they may
be resellers. Same goes for their social media pages,
be careful not to follow fake pages or any other
sources.
General Feedback: Think of your projects as not
separated tasks, but one continuous workflow. Your final
will be a presentation of all compiled work, you will
need to explain your design choices. You will form your
groups tomorrow. (22/09/26)
Upload your e-portfolio link in the post once I update
it.
Specific Feedback: Your group will be working on Montigo. When showcasing their highlights make sure to keep it relevant to their key milestones that shaped the brand. When listing out their prices, only take the information presented on their official sites, do not include third party prices, such as Shopee as they may be resellers. Same goes for their social media pages, be careful not to follow fake pages or any other sources.
General Feedback: Think of your projects as not separated tasks, but one continuous workflow. Your final will be a presentation of all compiled work, you will need to explain your design choices. You will form your groups tomorrow. (22/09/26)
Upload your e-portfolio link in the post once I update it.
Week 2
Specific Feedback: For Montigo's products and services, try to
list as many as you can, as you may be asked on this
from the panel. Include their name collaborations,
whatever is most important and popular. When doing your social media analysis, for Montigo,
you stated there are 4 platforms, you only need to
give a brief on all 4, and then for the in-depth
analysis, only go through 2 main and most popular
platforms. Some platforms may be active and inactive,
so make sure to note this down as well.
General Feedback: Guys please put your
google doc in the teams channel so that I can look at it
from time to time. After you guys work on parts 2-4 in
class, I will quiz each of you to see your knowledge and
understanding of your work. For your social media
analysis, do not give me baseless stated facts. You need
to see what is working, why, and then future think of
how you can use the information of stronger and weaker
posts for their future social media. Please go through
the slides on how to conduct a strong social media
analysis, follow the examples and meet all touchpoints.
You need to analyze 20-30 posts at least, 3-5 stronger
posts, and 3-5 weaker posts.
Specific Feedback: For Montigo's products and services, try to list as many as you can, as you may be asked on this from the panel. Include their name collaborations, whatever is most important and popular. When doing your social media analysis, for Montigo, you stated there are 4 platforms, you only need to give a brief on all 4, and then for the in-depth analysis, only go through 2 main and most popular platforms. Some platforms may be active and inactive, so make sure to note this down as well.
General Feedback: Guys please put your google doc in the teams channel so that I can look at it from time to time. After you guys work on parts 2-4 in class, I will quiz each of you to see your knowledge and understanding of your work. For your social media analysis, do not give me baseless stated facts. You need to see what is working, why, and then future think of how you can use the information of stronger and weaker posts for their future social media. Please go through the slides on how to conduct a strong social media analysis, follow the examples and meet all touchpoints. You need to analyze 20-30 posts at least, 3-5 stronger posts, and 3-5 weaker posts.
Week 3
Specific Feedback: Hi Montigo team, I've gone through your Task 1 report. First of all, good effort! I can see that your group has put considerable time into researching Montigo, gathering references and looking into its branding, products and social media activities. You have a good foundation, especially in understanding Montigo as a lifestyle brand rather than simply a company selling water bottles.
However, there are still several areas that need improvement before your final submission and presentation next week. I'll go through them section by section.
1. Brand Background – Good, minor improvements needed
This section is quite well researched. You've covered the brand's origin, founder, product categories, pricing, retail presence and major developments. I also like that you've included Montigo Customs and the "Drink Your Way" campaign, as these are relevant to understanding the brand's positioning.
More importantly, explain how its customization, collaborations and retail experiences contribute to the brand's success and appeal. Also, be careful when making claims about sales growth, market leadership or campaign success. These need proper sources and evidence.
Overall, this section is good and can be finalized after some refinement.
2. Brand Identity & Communication Style – Good progress
I like that you've looked into Montigo's logo, colours, typography, imagery, personality and tone of voice. Your observation about Montigo using different visual styles for different campaigns is particularly relevant. However, try to explain why these design decisions work for the brand rather than simply describing what they look like.
For example, how do the bright colours, product-centered photography and customization options communicate individuality and self-expression?
You also mentioned that Instagram has a more formal, corporate tone, while Montigo's overall personality is youthful and playful. Think about whether this is a contradiction or simply the brand adapting its communication to different platforms.
Please also check the accuracy of your colour codes and distinguish between official brand colours and colours you've observed from its website and campaigns.
Good section overall. Just strengthen your analysis and make sure your observations are consistent.
3. Brand Purpose, Positioning & Campaign Direction – Good foundation
You've identified Montigo's emphasis on personal expression, customisation and everyday lifestyle, which is a strong direction.
However, I want you to explain Montigo's positioning more clearly. Why would someone choose Montigo instead of another drinkware brand?
Is it because of the design, personalization, affordability, collaborations, product functionality, or a combination of these?
Don't just list its USP. Explain which selling points are strongest and how they are communicated through social media. Also, make sure you distinguish official brand statements from your own interpretation, especially for its vision, market position and objectives.
4. Target Audience – Needs further development
You've identified younger consumers, university students and working adults, which is a reasonable starting point. Your discussion of lifestyle, aesthetics and personalisation is also relevant. However, your audience analysis is still rather broad. Not every young consumer has the same interests or purchasing behaviour.
Try separating Montigo's potential customers into more specific segments. For example, students who enjoy personalising accessories, working adults looking for functional drinkware, or consumers interested in collaborations and collectibles.
Explain their different motivations, purchasing decisions and price sensitivity. Use evidence to support these audience assumptions.
Your media behaviour section also needs to be properly completed. You've started discussing Instagram, TikTok, Lemon8 and Reddit, but explain which platforms and content types are most relevant to each audience.
Most importantly, include one or two evidence-informed audience personas as required in the brief. These will help you with Task 2 later.
5. Social Media Presence – Good
Your platform comparison is useful, and I like that you've identified different roles for Instagram, TikTok, Facebook, YouTube and LinkedIn. The observation that Instagram focuses more on products and campaigns while TikTok uses entertainment and people-centred content is worth highlighting during your presentation.
To improve, explain which platforms appear most important for Montigo and why. Consider platform activity, content type, audience relevance and engagement rather than simply follower numbers.
Make sure your account links, follower counts, observation dates and posting frequency are clearly recorded.
6. Content Strategy – Good direction, but strengthen the evidence
You've identified Montigo's entertainment-led content, promotional posts, short-form videos and differences between platforms. This is useful analysis. However, some statements are too general. For example, saying TikTok has "no visual structure whatsoever" or that little planning goes into its visuals is quite a strong assumption.
A casual-looking TikTok video can still be strategically planned. Instead, explain that its content appears more spontaneous, trend-driven or less visually standardised than Instagram.
I also want you to go beyond identifying content types. Which content pillars are most common? What is the purpose of each? Which ones appear to encourage stronger audience interaction?
Your content breakdown is a good start, but make sure you explain what the numbers actually tell us about Montigo's strategy.
7. Social Media Performance – Needs attention
This is one of the more important sections because your analysis should be supported by actual social media performance data. I noticed that your performance analysis and tables are placed separately towards the end of the document and are not yet fully organised.
Please bring everything together under Section 7.
You should clearly present three stronger-performing and three weaker-performing posts, including their dates, platforms, formats, likes, comments and other available metrics. More importantly, explain why certain posts performed better or worse. Was it because of the content, timing, collaboration, format, trend or audience interest?
Don't assume that higher likes automatically mean a more successful campaign. Make comparisons within the same platform and consider the differences in posting dates and account sizes. This section needs stronger conclusions supported by your collected data.
8. Audience Responses & Customer Journey – Not properly completed
I couldn't identify a complete Section 8 in your current report, so please prioritise this. You need to examine how audiences respond to Montigo's social media content and how Montigo responds to them. Are people asking questions about prices, sizes, colours, stock availability or product functionality? Does Montigo answer these questions? Are there recurring complaints or positive feedback?
Use screenshots of actual comments and responses as evidence.
Also, think about the customer journey. After seeing a Montigo post, is it easy for customers to find the product, check the price and make a purchase?
This analysis will help you identify potential communication problems and opportunities for improvement.
9. Visual Design & Caption Effectiveness – Good observations, but incomplete
You have made useful observations about Montigo's video structure, captions, tone and calls to action. I particularly like your point that some captions repeat information already shown in the visuals instead of adding further value. However, you should complete the earlier visual analysis areas, including message hierarchy, typography, layout, imagery and brand consistency. The accessibility section also needs development.
As design students, I expect you to analyse actual visual communication, not just describe whether the posts look attractive.
Choose a few strong and weak posts, annotate them, and explain what works or does not work in terms of composition, readability, branding, messaging and CTA.
10. Competitor Comparison – Good start, needs to be finalised
Comparing Montigo with Hydro Flask and Tyeso is a relevant direction, and your comparison table gives you a good foundation. However, some parts of this section still read like instructions or examples rather than your group's final analysis.
Please remove these working notes and replace them with actual findings.
Explain what Montigo does better than its competitors and where the competitors may have stronger approaches.
For example, does Montigo have a stronger customisation experience? Do competitors communicate product functionality or lifestyle benefits more effectively?
Most importantly, explain what Montigo could learn from the comparison without simply copying its competitors.
General Feedback: Finish the analysis document till part 11, and then work on your slides. You can come to me for feedback as needed.
Specific Feedback: Hi Montigo team, I've gone through your Task 1 report. First of all, good effort! I can see that your group has put considerable time into researching Montigo, gathering references and looking into its branding, products and social media activities. You have a good foundation, especially in understanding Montigo as a lifestyle brand rather than simply a company selling water bottles.
However, there are still several areas that need improvement before your final submission and presentation next week. I'll go through them section by section.
1. Brand Background – Good, minor improvements needed
This section is quite well researched. You've covered the brand's origin, founder, product categories, pricing, retail presence and major developments. I also like that you've included Montigo Customs and the "Drink Your Way" campaign, as these are relevant to understanding the brand's positioning.
More importantly, explain how its customization, collaborations and retail experiences contribute to the brand's success and appeal. Also, be careful when making claims about sales growth, market leadership or campaign success. These need proper sources and evidence.
Overall, this section is good and can be finalized after some refinement.
2. Brand Identity & Communication Style – Good progress
I like that you've looked into Montigo's logo, colours, typography, imagery, personality and tone of voice. Your observation about Montigo using different visual styles for different campaigns is particularly relevant. However, try to explain why these design decisions work for the brand rather than simply describing what they look like.
For example, how do the bright colours, product-centered photography and customization options communicate individuality and self-expression?
You also mentioned that Instagram has a more formal, corporate tone, while Montigo's overall personality is youthful and playful. Think about whether this is a contradiction or simply the brand adapting its communication to different platforms.
Please also check the accuracy of your colour codes and distinguish between official brand colours and colours you've observed from its website and campaigns.
Good section overall. Just strengthen your analysis and make sure your observations are consistent.
3. Brand Purpose, Positioning & Campaign Direction – Good foundation
You've identified Montigo's emphasis on personal expression, customisation and everyday lifestyle, which is a strong direction.
However, I want you to explain Montigo's positioning more clearly. Why would someone choose Montigo instead of another drinkware brand?
Is it because of the design, personalization, affordability, collaborations, product functionality, or a combination of these?
Don't just list its USP. Explain which selling points are strongest and how they are communicated through social media. Also, make sure you distinguish official brand statements from your own interpretation, especially for its vision, market position and objectives.
4. Target Audience – Needs further development
You've identified younger consumers, university students and working adults, which is a reasonable starting point. Your discussion of lifestyle, aesthetics and personalisation is also relevant. However, your audience analysis is still rather broad. Not every young consumer has the same interests or purchasing behaviour.
Try separating Montigo's potential customers into more specific segments. For example, students who enjoy personalising accessories, working adults looking for functional drinkware, or consumers interested in collaborations and collectibles.
Explain their different motivations, purchasing decisions and price sensitivity. Use evidence to support these audience assumptions.
Your media behaviour section also needs to be properly completed. You've started discussing Instagram, TikTok, Lemon8 and Reddit, but explain which platforms and content types are most relevant to each audience.
Most importantly, include one or two evidence-informed audience personas as required in the brief. These will help you with Task 2 later.
5. Social Media Presence – Good
Your platform comparison is useful, and I like that you've identified different roles for Instagram, TikTok, Facebook, YouTube and LinkedIn. The observation that Instagram focuses more on products and campaigns while TikTok uses entertainment and people-centred content is worth highlighting during your presentation.
To improve, explain which platforms appear most important for Montigo and why. Consider platform activity, content type, audience relevance and engagement rather than simply follower numbers.
Make sure your account links, follower counts, observation dates and posting frequency are clearly recorded.
6. Content Strategy – Good direction, but strengthen the evidence
You've identified Montigo's entertainment-led content, promotional posts, short-form videos and differences between platforms. This is useful analysis. However, some statements are too general. For example, saying TikTok has "no visual structure whatsoever" or that little planning goes into its visuals is quite a strong assumption.
A casual-looking TikTok video can still be strategically planned. Instead, explain that its content appears more spontaneous, trend-driven or less visually standardised than Instagram.
I also want you to go beyond identifying content types. Which content pillars are most common? What is the purpose of each? Which ones appear to encourage stronger audience interaction?
Your content breakdown is a good start, but make sure you explain what the numbers actually tell us about Montigo's strategy.
7. Social Media Performance – Needs attention
This is one of the more important sections because your analysis should be supported by actual social media performance data. I noticed that your performance analysis and tables are placed separately towards the end of the document and are not yet fully organised.
Please bring everything together under Section 7.
You should clearly present three stronger-performing and three weaker-performing posts, including their dates, platforms, formats, likes, comments and other available metrics. More importantly, explain why certain posts performed better or worse. Was it because of the content, timing, collaboration, format, trend or audience interest?
Don't assume that higher likes automatically mean a more successful campaign. Make comparisons within the same platform and consider the differences in posting dates and account sizes. This section needs stronger conclusions supported by your collected data.
8. Audience Responses & Customer Journey – Not properly completed
I couldn't identify a complete Section 8 in your current report, so please prioritise this. You need to examine how audiences respond to Montigo's social media content and how Montigo responds to them. Are people asking questions about prices, sizes, colours, stock availability or product functionality? Does Montigo answer these questions? Are there recurring complaints or positive feedback?
Use screenshots of actual comments and responses as evidence.
Also, think about the customer journey. After seeing a Montigo post, is it easy for customers to find the product, check the price and make a purchase?
This analysis will help you identify potential communication problems and opportunities for improvement.
9. Visual Design & Caption Effectiveness – Good observations, but incomplete
You have made useful observations about Montigo's video structure, captions, tone and calls to action. I particularly like your point that some captions repeat information already shown in the visuals instead of adding further value. However, you should complete the earlier visual analysis areas, including message hierarchy, typography, layout, imagery and brand consistency. The accessibility section also needs development.
As design students, I expect you to analyse actual visual communication, not just describe whether the posts look attractive.
Choose a few strong and weak posts, annotate them, and explain what works or does not work in terms of composition, readability, branding, messaging and CTA.
10. Competitor Comparison – Good start, needs to be finalised
Comparing Montigo with Hydro Flask and Tyeso is a relevant direction, and your comparison table gives you a good foundation. However, some parts of this section still read like instructions or examples rather than your group's final analysis.
Please remove these working notes and replace them with actual findings.
Explain what Montigo does better than its competitors and where the competitors may have stronger approaches.
For example, does Montigo have a stronger customisation experience? Do competitors communicate product functionality or lifestyle benefits more effectively?
Most importantly, explain what Montigo could learn from the comparison without simply copying its competitors.
General Feedback: Finish the analysis document till part 11, and then work on your slides. You can come to me for feedback as needed.
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REFLECTION
Experience: Exercise 1 was fun, introspective, and helped me understand the basics of packaging and how to amplify a message and branding to audiences. Classes were easygoing but educational, I understood the purpose of packaging and what makes a design functional and aesthetic.
Observations: Many observations were made during this exercise, mainly the observation of badly designed packaging, and identifying key issues, as well as relating it to a target market. By comparing good and bad design, we are able to conclude what makes a good package for a specific product. Identifying each product's form: box, bottle, can, and tube, we can note how each packaging varies and what features are included in each.
Findings: Through research, I understood what each demographic of each market, and what they are looking for in a packaged product. I learnt the difference between strong and weak branding, and how this can be implemented in their design, as well as their entire concept/ messaging to the consumer. I researched competitor brands and identified factors which made them stronger to other brands, and how weaker brands can implement these strategies.
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