Strategi Meningkatan Brand Awareness dan Minat Beli IM3 Platinum melalui Event dan Content Marketing pada Mahasiswa di Kota Semarang sebagai Public Relations & Social

Abstract

This project aims to enhance brand awareness and purchase interest among university students in Semarang City toward the IM3 Platinum product. The main issue addressed is the low level of awareness and purchase interest among students, despite them being the target segment for this product. To overcome this, an Integrated Marketing Communication (IMC) approach was implemented through event marketing strategies and social media content marketing. The strategy included content campaigns on Instagram and TikTok, as well as organizing two offline events: Company Visit “Simple Steps to Your Next Level Career Experience” and Nonton Bareng with IM3 Platinum. As the Public Relations and Social Media Manager, the author was responsible for documenting the activities and preparing the content plans. The campaign on the Instagram account @im3platinum.semarang successfully reached 7,422 accounts, received 25,014 views, achieved an engagement rate of 3.56%, and gained 178 new followers. Both events were successfully held and received positive responses. The combination of these two strategies effectively strengthened brand recall and increased purchase interest by up to 77%, proving that the integration of