Strategi Meningkatkan Brand Awareness dan Minat Beli IM3 Platinum Melalui Event dan Content Marketing pada Mahasiswa di Kota Semarang Sebagai Production Event Manager, Finance, Talent & Video Editor

Abstract

Indosat Ooredoo Hutchison launched a new product, namely IM3 Platinum. However, there are problems with this product, namely the low level of awareness and purchase intention of IM3 Platinum in the student segment in Semarang City. This field of work is carried out with the aim of increasing brand awareness and purchase intention of students in Semarang City towards IM3 Platinum products. To realize this, the author applies the Integrated Marketing Communication (IMC) approach through event and content marketing strategies. By organizing two offline events, namely the Company Visit event 'Simple Steps to Your Next Level Career Experience' and Nonton Bareng with IM3 Platinum as well as content campaigns on social media Instagram and TikTok. As Production Event Manager, Finance, Talent and Video Editor, the author plays a role in preparing all the needs for the event, managing the event budget, becoming an actor in content marketing and editing videos. As a result, both events received a positive response and the campaign on Instagram @ im3platinum.semarang managed to reach 7,422 accounts, gain 25,014 views, an engagement rate of 3.56%, and an increase in followers to 178 followers. The strategy that has been implemented has succeeded in strengthening brand recall and increasing purchasing intention by 77%, this shows that the event and content marketing strategies are effective in the student segmentation.