MARKETING COMMUNICATION CAMPAIGN TO EXPAND NEW TARGET MARKET AND INCREASE SALES THROUGH SOCIAL MEDIA STRATEGY, SALES PROMOTION, AND EVENT MANAGEMENT OF USMILE DENTAL STUDIO AS A MEDIA PLANNER AND CREATIVE DESIGN

Abstract

This study examines the successful implementation of an Integrated Marketing Communication (IMC) strategy by uSmile Dental Studio using the AIDA (Attention, Interest, Desire, Action) model to enhance brand recognition and drive customer engagement. As a media planner and creative designer, the author developed targeted digital campaigns on Instagram and TikTok, significantly increasing online visibility in early 2025. The "uSmile Dental Studio Goes to Preschool" event served as an effective experiential marketing tool that directly stimulated clinic visits. Google Business Profile and word-of-mouth further supported local outreach and customer acquisition. Additionally, a Rp 50,000 kids check-up promotion effectively converted interest into action, contributing to measurable revenue growth. This research provides practical insights for dental service marketing strategies and sustainable customer acquisition.