PERAN PROJECT MANAGER DAN DATA EXECUTIVE DALAM KAMPANYE KOMUNIKASI PEMASARAN UNTUK BRAND EXPANSION WARDAH PADA WANITA 18-25 TAHUN DI KOTA SEMARANG

Abstract

This report discusses the implementation of Wardah's marketing communication campaign as a brand expansion strategy for Wardah targeting the segment of women aged 18-25 in the city of Semarang. This campaign aims to increase consumer purchases in that age group by Rp6,000,000. The strategy used is the optimization of online and offline tools through tactics such as content marketing, advertising, influencer marketing, sales promotion, event marketing, and direct marketing, considering the concept of Awareness, Interest, Desire, and Action (AIDA) by potential consumers. The theory used in this campaign is Marketing Communications, particularly the concepts of branding and PESO Media. This campaign was conducted online through the Instagram social media account @glowrhythm.id and included four main events: Inside Flow Class, Perfume Workshop, K-Pop Noraebang, and Color Analysis Pop Up Event. The results of this campaign include a total of 122,682 user views, an increase of 565 followers on the @glowrhythm.id social media, 143 participants in the events, and Wardah product sales amounting to Rp15,100,300. Additionally, participants showed a high level of satisfaction in terms of content publication, promotional offers, and event execution. The most effective tactics used in this campaign for awareness are content marketing, for interest are event marketing, for desire are sales promotion, and for action are direct marketing.