23/04/25 - 25/07/25 Week 1 -Week 14
Sheren Princessa Davon / 0362134
Digital and Social Media Communication / Bachelor of Design (Hons) in Creative Media / Taylor's University
Final Compilation & Reflection
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INSTRUCTIONS
TASK 1: Social Media Analytics
To start off our project, we were required to form our groups and find a brand to work with. I teamed up with Maisarah, Lizzie, Navisah, and Maaiya where we decided to reach out and work with a salon in SS15 called Li Hair Lounge.
We arranged a meeting with our client where we got to know their brand and thus creating the brand information document below:
Fig 1.1 LHL Brand Info Doc
Then we also analyzed their existing social media platforms and compiled everything about their brand into the slides below:
Fig 1.2 LHL Brand Information - PDF. Week 3
TASK 2: Persona Building
This task was for us to further familiarize Li Hair Lounge and their target audiences so that we know what content to produce to target these audiences. Since our client has already provided us with their 3 target audiences, we derived our 3 personas from these target audiences.
From those target audiences, we decided to narrow it down to 3 personas:
1. Students
2. Working Adults
3. Beauty Enthusiasts
We created the empathy map and then finalized the personas down below:
Fig 2.1 Persona Building Slides - PDF. Week 10
TASK 3: Content Ideation & Execution
We started working on our content planning sheet since Week 3, after we had finalized our brand information slides and such. Since we needed to fulfill the requirements of 18 contents, we each agreed on each of us producing at least 3 content ideas.
Week 3-4
We created a our Content Planning Sheet where we compiled our ideas together. Below are my 3 content ideas:
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| Fig 3.1 My content ideas |
After we had all thought of our content ideas, we had an online meeting with the client to discuss our content ideas. After the meeting, we decided to refine and rethink some content ideas since some of our ideas were a bit repetitive/short-form and lacked more meaning.
We also thought of some static posts which included Instagram story highlights, such as the Pricelist and Appointment Policies, IG Story Highlight covers, and also a Facebook Header. But since our client didn't want many static posts, we focused on creating 14 more reel ideas that aligned to the client's expectations in terms of the quality of the content.
We got the feedback from our client on our content ideas, where we got approval to start filming and to some things to consider when filming said content. 3 out of 4 of my ideas were green-lit, meaning we were ready to start planning the shoots.
Week 6
Lizzie and Maaiya started on the static posts while the rest of us refined content ideas, scripts, and planned the filming requirements and schedules.
Weekly Filming & Progress
Week 8
As per agreement with our client, we decided on shootings to be on Wednesday since that's when their salon is closed and we won't be disturbing any customers. However, during our first shoot, we came on a Thursday (12/06/25) where we got to take a few pictures of Li Hair Lounge's stylists to be used as feed posts.
We also filmed content enough for 3 reels:
1. Client Leans Into Brush
2. Nosy stylist
3. Working with Gen-Z
4. Can you take a photo of me?
Fig 3.3 Week 8 filming
We also asked for final feedback on our content planning sheet and we were advised to rethink some of the ideas as most of our reel ideas were more short-form and humorous.
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| Fig 3.4 Feedback from client |
Week 9
On Week 9, we filmed 3 more reels while also discussing and planned the framing for the interview filming with the founder of the salon.
Reels filmed:
1. Role Reversal (Photo version)
2. Salon Tour
3. Type A Type B (Type B scenes)
Other:
4. Professional pictures of the Salon
Upon filming, we also received some feedback from our client and our group planned for overall content to be 5 Static Posts, 8 Non-serious Reels, 5 Serious Reels.
Interview Prep
We also finalized the questions for the founder interview to be conducted next week:
Interview Questions
1. What inspired you to start Li Hair Lounge?
2. Could you tell us any moments of doubts you had when were starting Li Hair Lounge?
3. What are your hopes/goals/aims for the future of your salon?
4. What makes Li Hair Lounge different from other salons?
5. How would you describe Li Hair Lounge in 3 words?
6. If you had to name one game-changing decision that helped your business grow, what would it be?
7. If you could summarize your journey as a salon owner in a sentence, what would it be?
Week 10
This week we came to film twice (Tues, 24/6 and Wed, 25/6).
Tues, 24/6
I came on Tuesday to get my hair trimmed so that we could use the b-roll footage to edit into some videos such as a compilation, etc. It was a nice hair experience and they ended up giving me the hair service for free (which I really appreciated!). Since not everyone in our group could come today, we decided to just film more content on the next day.
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| Fig 3.5 Week 10 Filming |
1. B-roll Footage
Wed, 25/6
Before we started filming on this day, we sat down and had a meeting the client regarding the direction of our content ideas. Since right now most of our reels were leaning towards the more funny and non-serious ideas, our client felt like changing the content ideas. After thorough discussion, exchanging ideas, and feedback from the client, we ended up with a finalized categorization of our contents:
Total 18 posts:
1. Account Upgrades (3)
2. Static Posts (8)
3. Non-serious/Humorous reels (5)
3. Serious Reels (5)
Because of these changes, we had to scrap some of our reel content ideas that we had originally planned. But since we've already filmed and edited some of the non-serious reels, we decided to keep those and figure out the more serious reels and posts.
Fig. 3.4 Week 10 Filming #2
Content filmed:
1. Founder Interview
2. More pictures of the salon
Week 11
This was our final week of filming content in the salon, where we decided to shoot our final humorous reel and reshoot some scenes of previous reels.
Reels filmed:
1. Role Reversal Reshoot
2. Break-Up Story
Post-Filming, Editing & Progress
I was in charge of editing two reels, the B-Roll footage and the Break-Up Story. I filmed some content for the breakup story one just in my apartment and edited both reels on CapCut.
I originally planned to edit the b-roll footage on Premiere Pro, but due to some problems I faced I ended up editing it and color grading it on CapCut instead. Our client mentioned about the b-roll compilation reel to have a different vibe from the salon tour/interview so I tried my best to come up with a different direction. Since the interview and salon tour reels had a more serious vibe, I tried to edit the b-roll into a more chill, up-beat video that showed the entire process of a haircut. This way, customers can see what an experience in Li Hair Lounge might look like through a few seconds of a video.
Fig 3.5 Editing timeline for B-roll on CapCut
As for the breakup story reel, I filmed some of the beginning content at home and compiled and edited everything on CapCut. The reel tells a quick story of how a girl got broken up with and goes to the salon for a hair transformation as a first step to moving on. I wanted to show how this can be possible through Li Hair Lounge as one of their brand values and goals is to create a welcoming atmosphere for their clients to just destress.
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Fig 3.6 Editing timeline on CapCut |
Due to time constraints and others, we didn't have the opportunity to film more serious reels we had planned (like the before-after transformation videos). But instead, we turned to static posts instead which saved us at the end of the day.
After we had finished all the editing, revising, etc. we compiled all our content into the presentation slides and recorded our final presentation. By the end, we had a total of 19 contents, can be found in the first sheet of the content planning sheet and presentation slides below.
Google Drive Contents: Link here
Final Presentation Video: Link here
Fig 3.7 Final Presentation Slides - PDF. Week 14
FINAL SUBMISSIONS
TASK 1
Fig 4.1 LHL Brand Information Slides - Week 3
TASK 2
Fig 4.2 Persona Building Slides - Week 10
TASK 3
Final Google Drive: Link Here
Final Presentation Video: Link here
Content Planning Sheet: Link here
Fig 4.3 DSMC Group 2 Pitch Deck - Week 14
Fig 4.4 Final Presentation Slides - PDF. Week 14
FEEDBACK
Week 8
- Mr. Asrizal told us to color grade some of the clips in the first 3 reels we showed him
- Logo placement in the Pricelist story should be moved up instead of at the bottom
- Add CTA at the end with the salon's username, logo, IG handle
Week 10
- CTA at the end of the video: make the logo and username in the bigger
From client:
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| Fig 5.1 Client feedback |
REFLECTION
Experience
My experience throughout this module has been quite a lot of learning experiences. This module and project overall had us dealing one-on-one with a professional client in the industry, which taught us how to approach working with clients in the future. It was an educative journey to be communicating and dealing with a client throughout this project, and I'm thankful for the experience. I understand that we need our contents and final outcomes to not only be nice but also fit the client's standards and brand.
Observation
Working in a team to do content creation was quite fun! We learned a lot together and it was less scary approaching a professional client together as a group. Though towards the end we reached a somewhat rocky boat, some of it due to our own busy lives and lack of communication, but we managed to finish and get everything done in time. Overall, I am grateful that I had a group to work together on this project with.
Findings
Content creation is not as easy as expected. I learned a lot from this project as I was never really aware to which type of social media content appeals to certain audiences. Research and thought behind content ideas is essential when we want to produce good social media content, especially not just following trends without meaning. Since our clients has some experience in content creation, their advice and feedback really helped us in the filming process as well as producing content in general. Though there was some pressure, I am very grateful that our client were very communicative and knew what they wanted and guided us in the right direction. Despite it all, as at the end of the day all of us wanted the best results.
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