Kampanye Komunikasi Pemasaran Brand Fashion & Accessories Ramah Lingkungan “Seko Upcycle” sebagai Offline Project Officer (Bazaar Coordinator & Sales Coordinator)

Abstract

This project discusses the marketing communication campaign of the eco-friendly fashion & accessories brand Seko Upcycle organized by Diponegoro University students in collaboration with Seko Upcycle as a client. Seko Upcycle has low brand awareness and low sales to consumers. To overcome this problem, this marketing communication campaign was designed with a social media campaign approach using Instagram as the main media, supported by offline socialization. Push and pull communication strategies were applied to deliver relevant and engaging messages. The evaluation results showed that 46.88% of the respondents knew or had a good understanding of the Seko Upcycle brand, a considerable increase of 44.88% from the previous (2%). The campaign was considered successful, with 78% of respondents following Seko Upcycle's Instagram and 65% following Seko Upcycle's TikTok. In addition, 71% of respondents have visited Seko Upcycle's marketplace.