KAMPANYE KOMUNIKASI PEMASARAN SEBAGAI STRATEGI BRAND EXPANSION WARDAH UNTUK MENJANGKAU SEGMEN WANITA USIA 18-25 TAHUN DI KOTA SEMARANG (PERAN ACCOUNT EXECUTIVE DAN EXTERNAL RELATIONS ASSISTANT)

Abstract

This study examines the marketing communication campaign strategies implemented by Wardah in its brand expansion efforts to reach the female segment aged 18–25 in Semarang City. The main focus of this research is to analyze the roles of the Account Executive and External Relations Assistant in designing and executing marketing campaigns that align with the characteristics of the younger generation particularly Generation Z and Millennials who exhibit a strong preference for environmentally friendly, halal beauty products that adhere to sustainability values. Using a qualitative approach through interviews and observations, this study finds that collaboration between the Account Executive and External Relations Assistant is crucial in establishing effective communication with young consumers, strengthening brand image, and increasing engagement through various digital platforms and offline events.Wardah’s campaigns have proven effective in increasing both brand awareness and consumer loyalty within the 18–25 age segment, despite growing competition in the local cosmetics industry. The findings of this study provide recommendations for other cosmetic companies to emphasize the synergy between roles within marketing teams and the importance of adaptive communication innovations in response to market dynamics and young consumer behavior in the digital era.