KAMPANYE KOMUNIKASI PEMASARAN SEBAGAI STRATEGI BRAND EXPANSION WARDAH UNTUK MENJANGKAU SEGMEN WANITA USIA 18-25 TAHUN DI KOTA SEMARANG (PERAN MEDIA PLANNER, SOCIAL MEDIA SPECIALIST, DAN VIDEO EDITOR)

Abstract

Wardah Beauty Semarang is still predominantly supported by consumers aged 26–45, despite the younger generation being active users of skincare products. To reach this segment, a marketing communication campaign was implemented based on the IMC Mix and PESO Model, utilizing content marketing, advertising, influencer marketing, sales promotion, event marketing, and direct selling. The campaign resulted in 72 content pieces, 114,662 viewers, 17 media partnerships, 4 KOL collaborations, 143 event attendees, and IDR 15.1 million in product sales—indicating increased youth engagement with the Wardah brand.