MKT373: Strategic Content Management – Beyond The Vines Social Media Strategy

Question 1

Singapore’s homegrown brands have quietly built some of the most loyal followings in local e-commerce. The Paper Bunny, Beyond The Vines, and Good Totes are three design-led, accessible lifestyle brands born right here, each carrying the everyday-bag DNA but telling different brand stories online.

In this assignment, you will step into the role of a junior content strategist for ONE (1) of the following Singapore-born brands:

• The Paper Bunny
• Beyond The Vines
• Good Totes

Please choose ONE (1) brand and complete the following questions:

Analyse the brand’s TikTok activity between 1 and 30 September 2026. Based on views or engagement, identify the top-performing video and the lowest-performing video, and develop a structured explanation for the performance variance between them (drawing on elements such as content topic, format, storytelling technique, hook, timing, audience relevance, and platform algorithm alignment etc).

Question 2

Illustrate two (2) concrete ideas for repurposing the top-performing TikTok content identified in Question 1 into other formats or platforms, and propose how each repurposed version extends the content’s lifecycle and reaches a different audience segment.

Question 3

Select one (1) piece of Instagram content published by the brand between 1 and 30 September 2026 that could be improved for engagement. Apply usability principles to analyse the post, then design a revised version of the post, with a rationale explaining how each change improves user experience and engagement.

Question 4

Examine the brand’s Instagram content published between 1 and 30 September 2026 as a content audit. Show one (1) content issue this audit reveals (e.g. inconsistent brand voice, over-reliance on a single content pillar etc.), and propose one (1) corrective action to address it.

Section B (30 Marks)

Answer all questions in this section.

Question 5

As a junior content strategist, your next task is to summarise your findings from Q1 to Q4 and prepare a video presentation to the marketing lead (maximum 10 minutes).

Please note that the following aspects will be evaluated for your video presentation:

• Content Relevance: The extent to which the presentation addresses all aspects of the questions.
• Voice Clarity and Pace: Clear articulation and appropriate speed of speech.
• Visual Engagement: Use of body language and eye contact to engage the audience.
• Professionalism: Overall presentation professionalism, including attire and demeanor.
• Audio-Visual Quality: Quality of the video’s sound, lighting, and editing.

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Experts Answer on Above Questions on Strategic Marketing

Tik Tok performance analysis

With respect to the top performing feature, the September Tik Tok featuring the Para Pocket launch should be selected at the top performer on the basis of its stronger combination of product utility, movement and Lifestyle story telling. With respect to the low performing TikTok, the lowest recorded views/ engagement in the account analytics during September 1-30 is selected.
The top performers should outperform the lowest performer because ParaPocket clearly solves the travel/everyday carry problem rather than simply displaying a product. It also demonstrates the bag in use which gives the viewers a reason to keep watching. The other advantages include the hook which is described as Pack Light, adventure far, and it creates an immediate benefit lead proposition. The top performance also follows a storytelling approach whereby a bag being worn is shown and it communicates functionality faster as compared to a static product. The visual retention along with algorithm alignment clearly demonstrates it as a recognisable product, and all these aspects makes the ParaPocket campaign effective enough that is suitable for both outdoor and everyday use.

Two repurposing ideas

TikTok – Instagram reel

It is better to turn the top performing ParaPocket video into a 15 to 20 seconds instagram reel that is titled as ” one bag. Three ways. Anywhere. It can show shoulder carry. Cross body carry and pack the bag into its own pocket. It can end with which way would you wear yours?
The target audience would be the Instagram/ lifestyle fashion followers who are not highly active on TikTok.

TikTok- pinterest/ instagram carousel

The video needs to be converted into a 5 slide which can be titled as why ParaPocket works for travel carousels. The first slide will include a lightweight travel companion, while the second slide discusses three carrying options, the third slide focuses on packs into itself, the fourth slide emphasizes on what fits inside and the final slide analyses pack light, adventure far. The audience are the search driven planners and travel oriented consumers, and the carousel would remain useful as a reference post and generates saves around future travel planning.

Instagram usability analysis

It is better to improve the 21st September crunch carryall 1.5 post which promotes the bag features including its lightweight construction, bottles slot, zipper closure and water resistance.

Usability problems

Visual demonstration is better but the benefits are indicated as a list. The opening also does not communicate the main problem faced by the user and how the bag solves it. Users can understand the practical value of the product after processing several product features, and the CTA is relatively transactional which does not encourage interaction.

Revised Instagram version

The opening text on the reel should be like ” need one bag that actually keeps up with your day”. This is followed by clearly demonstrating laptop – water bottle- essentials – zipped closed – worn outside. The caption can be ” your everyday carry, sorted”.
This will significantly improve the usability, as it demonstrates clear hierarchy, recognition over recall, enhanced scannability, user relevance and encourages interaction.

Instagram content audit

An analysis of the instagram content indicates the main issue as over reliance on product promotion, as the september’s instagram feed includes several product related posts such as the Crunch Carryall 1.5, travel pouches in ParaPocket. The corrective action needed is to introduce a 3:1 content mix with three product/ life cycle posts and 1 community/ storytelling post. After the launch of a product, it is good to publish a customer related reel showing how Singapore customers actually use the bag during travel for weekends. This will help in shifting the feed from simply ” here is our product” to ” here is how product is utilised by the community”

Video presentation summary

The strongest TikTok concept is the ParaPocket content because it combines product utility with lifestyle. This content needs to be re-purposed into an Instagram reel showing the carrying modes, and a saveable carousel explaining its travel benefits.
For Instagram, the Crunch Carryall 1.5 content could be more usable if the product features were demonstrated rather than simply listing them. The content audit issue is related to the strong product promotion emphasis which requires adding regular customer and community storytelling so that the feed balances commercial content.

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The analysis of Beyond the Vines’ september 2026 tiktok and Instagram content, its performance, repurposing opportunities and engagement strategies above revealed significant findings. With our marketing assignment helpers in Singapore, you can get similar kinds of assistance with your marketing assignments easily, and before proceeding, you can check the solved assignment answers from SUSS by our experts.

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