Kampanye Komunikasi Pemasaran untuk Meningkatkan Brand Awarness dan Jumlah User Aplikasi MySRLand sebagai Marketing Media Sosial, Copywriter, dan Creative Media

Abstract

MySRLand is a Loyalty Program membership app owned by SRLand Properties that replaces physical cards. The app faces challenges in increasing brand awareness and the number of downloads in the city of Semarang. This marketing communication campaign aims to increase brand awareness and the number of downloads through increased engagement rates on social media and app download data. The strategy implemented is Integrated Marketing Communication (IMC), encompassing direct marketing, sales promotion, social media marketing, events, and advertising. The campaign resulted in an increase of 1,077 Instagram followers, an engagement rate of 4.162%, awareness of 26.3%, and a total of 75 downloads. The campaign's success was supported by the roles of copywriters, social media marketers, and creative media professionals. This strategy has proven to be effective and can serve as an academic reference for similar activities.