Kampanye Komunikasi Pemasaran Untuk Meningkatkan Brand Awareness dan Jumlah User Aplikasi MySRLand Sebagai Strategist, Account Executive, dan PIC Booth

Abstract

This marketing communication campaign program was conducted in collaboration with SRLand Properties (Queen City Mall) to increase brand awareness and the number of users of the MySRLand shopping application in Semarang. It was initiated in response to low public awareness and limited user numbers. The strategies implemented included an interactive booth, a Ramadan Fashion Runway event, sales promotions, social media marketing, Instagram Ads, and paid promotions, all based on Integrated Marketing Communication theory. As the Strategist, the writer was involved in all stages of the program and also took on the roles of Account Executive and Booth PIC. While the booth did not meet its target, it provided valuable evaluation insights. In contrast, the Ramadan Fashion Runway successfully met its participant target. Evaluation results showed a 26.3% increase in public brand awareness of the MySRLand application.