Most of the content pillars are being repurposed from Facebook except events

Most of the content pillars are being repurposed from

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user generated content by the customers on their Insta Stories. Most of the content pillars are being repurposed from Facebook except events images. The brand portray itself with a consistent theme in terms of layout, product-centric and illustrations. The brand do not hard selling of their products with new post, but publishes motivational quotes and sayings with an average 3 posts per month. In terms of social media posting, the problem of lacking of creativity was conveyed through the social media posts on Facebook. The designs are blend, plain and simple, the is lacking of focus point to leave a memorable impression on the mind of people who saw it, the audience might just take a glance and forget about it the next minute. Whereas on Instagram, although the post is not so plain but mostly of the illustration brings out a kiddish feel, hence is does not resonate well with the audience as most of their target coffee drinkers are aged above 18 years old. Breaking down the copy of Aik Cheong Coffee on social media, The brand’s copy on Facebook often includes the main details of the promotion such as the pricing and the duration. It also ends well with a call-to-action from the brand. The brand too incorporates
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the usage of emojis to make it more friendly and attractive to the audience. Whereas on Instagram, their copy content is direct and does not initiative conversations. The brand
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  • Summer '19
  • Jolin Ting
  • Corporate social responsibility, Coffee preparation, Aik Cheong Coffee

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