Strategi Meningkatkan Brand Awareness dan Minat Beli IM3 Platinum Melalui Event dan Content Marketing pada Mahasiswa di Kota Semarang Sebagai Project Manager, Visual Designer & PIC Event

Abstract

This project aimed to enhance brand awareness and purchase interest of IM3 Platinum among university students in Semarang City. The primary issue identified was the low level of awareness and purchase intention among students towards IM3 Platinum, despite this demographic being a key segment for the product. To address this, an Integrated Marketing Communication (IMC) approach was implemented through event marketing strategies and social media content production. The strategy encompassed a content campaign on Instagram and TikTok, as well as the organization of two offline events: Company Visit Simple Steps to Your Next Level Career Experience' and 'Nonton Bareng with IM3 Platinum’. As Project Manager, Visual Designer, and PIC Event, the author was responsible for coordinating the team, designing promotional visuals, and leading the execution of the events. The results show that the Instagram campaign @im3platinum.semarang successfully reached 7,422 accounts, garnered 25,014 views, increased the engagement rate by 3.56%, and gained 178 new followers. Both offline events were successfully executed and received positive responses. The combination of these two strategies successfully strengthened brand recall and increased purchase interest by 77%, proving the effectiveness of combined social media content and event strategies within the student segment.