Peran Videographer dan Editor, Media Strategist serta Content Planner dalam Strategi Branding #DariKopiSampaiKeHati Untuk Peningkatan Brand Awareness Dan Brand Image Lakshita Coffee

Abstract

The increasingly saturated coffee shop industry in Semarang requires businesses to implement strong branding strategies. Lakshita Coffee faced the challenge of low brand awareness (18.2%) due to the suboptimal use of owned media. The #DariKopiSampaiKeHati campaign was designed using the Integrated Marketing Communication (IMC) approach and the AISAS model through Instagram and TikTok activation, SEO optimization, and the organization of events such as “Beats and Brew” and “Random Battle Brew.” Post-campaign evaluation showed a 58.2% increase in brand awareness to 76.4%. Social media performance and sales also improved, with an average sales increase of up to 20% or more than 7,000 cups per month, demonstrating the effectiveness of an integrated communication strategy.