KAMPANYE KOMUNIKASI PEMASARAN UNTUK BRAND FASHION & ACCESSORIES RAMAH LINGKUNGAN “SEKO UPCYCLE” SEBAGAI SOCIAL MEDIA OFFICER

Abstract

This practical report mainly discusses the role of a Social Media Officer in executing a marketing communication campaign for Seko Upcycle, a local sustainable fashion & accessories brand from Semarang. The campaign's communication objective was to enhance Seko Upcycle's brand awareness, while its marketing objective was to expand the market segment from a B2B (business to-business) to a B2C (business-to-consumer) model by increasing sales volume. The Social Media Officer's role focused on social media campaigns on Instagram and TikTok, involving the creation of creative content, maintaining audience interaction, conducting trend research to ensure content relevance, collaborating with Key Opinion Leaders (KOLs), and monitoring and analyzing campaign performance based on the communication strategy in order to achieve campaign objectives. This marketing communication campaign implemented concepts of Integrated Marketing Communication (IMC), Push and Pull strategies, and Brand Awareness. The 3-month campaign resulted in a 46.8% increase in Seko Upcycle's top-of-mind brand awareness and a 60% increase in product sales. A survey indicated that Seko Upcycle's social media becomes the primary platform for obtaining information about the brand. The content and information presented on social media were found to be engaging to encourage purchases of Seko Upcycle products. This report is expected to provide a positive contribution to the implementation of future marketing communication campaigns.