SOCIAL MEDlA CONTENT ACTIVATION DAN EVENT MANAGEMENT THE BEAUTILOGIST Sebagai Creative Design, Photography, Videography, dan Editing

Abstract

This field of work aims to increase brand awareness of The Beautilogist beauty salon in Semarang City through an integrated social media content activation and event management strategy. The main problems faced by The Beautilogist are low brand awareness and lack of direct interaction with consumers, which in this case has an impact on achieving the target number of customers. To overcome these challenges, the author applies the Integrated Marketing Communication (IMC) approach through optimizing Instagram and Tiktok social media content, Paid Media, Collaboration with KOL, and organizing the "The Garden of Nails" event which presents an interactive nail art workshop. As Creative Design, Photography, Videography, and Editing, the author is responsible for all forms of documentation of activities in the form of photos, videos, editing, and press releases.
Based on a survey that was conducted before and after the event, this strategy succeeded in increasing the engagement rate on Instagram from 0.15% to 0.24%, then increasing followers from 8,121 followers to 9,121 followers, and producing 40 participants in the offline workshop event "The Garden of Nails". The event also strengthened the audience's emotional connection with The Beautilogist brand through positive first-hand experiences. These results show that the synergy between social media content strategies and offline marketing events can be one solution in increasing brand awareness and expanding the reach of the beauty salon market, especially amidst the increasingly tight competition in the beauty industry.