Kampanye Event Marketing & Social Media Marketing Untuk Optimalisasi Brand Awareness & Sales Growth melalui Wellness Campaign di Good Vibes Health & Fitness Center

Abstract

Good Vibes Health & Fitness Center was facing the challenge of low brand awareness, which negatively impacted sales growth and its positioning as a wellness- based fitness center. To address this, the program was designed utilizing an Integrated Marketing Communications (IMC) strategy, encompassing content marketing, digital marketing, and event marketing. All activities were focused on the #BalanceInsideOut digital campaign on Instagram, employing the AISAS (Attention, Interest, Search, Action, Share) approach to ensure consistent messaging that effectively influenced the audience. The campaign implementation involved the crucial roles of Event Manager Run & Radiate, Content Planner, and Logistics. The results of the campaign implementation demonstrated significant achievements across both digital metrics and sales indicators. Digitally, Instagram followers increased by 456. The primary impacts were a 27.8% increase in brand awareness and the successful acquisition of 92 new members, proving clear sales growth. Furthermore, audience understanding of the wellness concept reached 87.9%, confirming that the campaign's message was well-received and processed effectively by the target audience.