SOCIAL MEDlA CONTENT ACTIVATION DAN EVENT MANAGEMENT THE BEAUTILOGIST “FEEL BEAUTY, SPEND WISELY” SEBAGAI ACCOUNT EXCECUTIVE, PUBLIC RELATION, AND CONTENT PLANNER

Abstract

This project aims to enhance the brand awareness of The Beautilogist beauty salon in Semarang through an integrated strategy of social media content activation and event management. The main issue addressed is the low brand awareness and lack of direct consumer interaction, which have led to unmet customer acquisition targets. The author applied an Integrated Marketing Communication (IMC) approach by optimizing Instagram and TikTok content, utilizing paid media, collaborating with Key Opinion Leaders (KOLs), and organizing an event titled “The Garden of Nails”, featuring an interactive nail art workshop. Serving as the Account Executive, Public Relations officer, and Content Planner, the author was responsible for developing content strategies and managing external communications. This strategy successfully increased the Instagram engagement rate from 0.15% to 0.24%, grew the follower count from 8,121 to 9,121, launched a TikTok account that gained 100 followers, and attracted 40 participants to the nail art workshop. The event also strengthened audience-brand relationships through a positive, hands-on experience. These results demonstrate that the synergy between digital content strategy and event marketing is an effective solution for expanding market reach and improving audience engagement in a competitive beauty industry.