Strategi Meningkatkan Brand Awareness dan Minat Beli IM3 Platinum Melalui Event dan Content Marketing pada Mahasiswa di Kota Semarang Sebagai Event Manager, Sponsorship Manager, dan Content Producer

Abstract

The project focused on building brand awareness and encouraging college students purchase intention for IM3 Platinum products in Semarang City. The main challenge was the low level of awareness and interest among students, despite being the primary target market. Lack of brand awareness is a major obstacle in IM3 Platinum’s attempt to expand their market among university students, even though this segment has a great potential as active user of telecommunication services. An Integrated Marketing Communication (IMC) approach was applied, combining event marketing and social media content strategies. The combination of these two strategies was chosen because events provide direct experiences and build emotional connections, while digital content consistently expands the reach of the messages. This included digital campaigns on Instagram and TikTok, along with two offline events: Company Visit Indosat “Simple Steps to Your Next Level Career Experience” and Nonton Bareng with IM3 Platinum. The author served as Event Manager, leading event execution; Sponsorship Manager, building partnerships; and Content Producer, managing content production. The digital campaign on Instagram @im3platinum.semarang successfully reached 7,422 accounts, generated 25,014 views, increased the engagement rate by 3.56%, and boosted followers to 178. This type of entertainment content is the most popular with the target audience because is grabs their attention emotionally and creates a personal connection. Both offline events were successful and received positive feedback from the audience. The combination of content marketing and event marketing strategies proved effective in strengthen brand recall and increase college students purchase intention by 77%.