THE CAMPAIGN OF FINDING YUKI TO STRENGTHEN BRAND MESSAGE #THEETTOWAY AS A MEDIA PLANNER AND SOCIAL MEDIA OFFICER OF ETTO DESSERT SEMARANG

Abstract

Etto Dessert is a Dessert Place in Semarang City that serves Japanese style Dessert with also serving experiences in their store. Despite six months of opening their store in Semarang, the awareness and brand messages that Etto Dessert wanted to convey was not delivered well and the awareness remained low. As recorded per May, Etto Dessert only have 335 followers on Instagram and there’s only around 400 products sold each month. To address this problem, this capstone project implemented an Integrated Marketing Communication (IMC) strategy using five tactics: content marketing, advertising, public relation, event activation, and sales promotion. The objective of this project was to increase awareness and sales. This campaign's name is ‘Finding Yuki’, highlighting the Etto Dessert characters, Aiko and Yuki, through storytelling. Content marketing, supported by Instagram advertising, proved most effective in driving engagement. Meanwhile event activation and sales promotion are the most effective when converting interest into actual sales. The brand message was also strengthened with 4 key messages: Japanese inspired, togetherness, premium, and youthful with the #TheEttoWay in this campaign. This project successfully delivered the brand message that impacted the increase of awareness as well as sales.