THE CAMPAIGN OF FINDING YUKI TO STRENGTHEN BRAND MESSAGE #THEETTOWAY AS A STRATEGIST AND PROGRAM MANAGER OF ETTO DESSERT SEMARANG

Abstract

This project aims to increase brand awareness of Etto Dessert by strengthen the brand message of #Theettoway through a strategized Communications Program. Established in January 2025, Etto Dessert is a newly emerging business that specializes in premium Japanese desserts and interactive in-store activities. The main issues faced was low brand awareness and limited brand message recognition due to their new presence. In the sales transaction, recorded per may 2025, Etto Dessert average sales is 400 products sold per month. To address this challenge, the writer implemented strategies using the Integrated Marketing Communication (IMC) approach, which include content marketing creation in Instagram and Tiktok, Utilize paid advertisements (ads) to reach broader audience, collaborate with Communities as Public relations, programs of Sales promotion to boost sales, and organizing offline event to enhance experience. This approach was chosen to convey the brand message through a narrative campaign of “Finding Yuki” which is able to increase brand awareness and produce sales transactions. As a Strategist and Program Manager, the author was responsible for conceptualizing, coordinating, and implementing effective marketing strategies to increase Etto Dessert’s brand awareness. The success of these strategies is demonstrated by the increase in Instagram followers from 336 to 735 followers, a 131% growth in sales transactions, improved audience understanding of the four key brand messages (Japanese-inspired, togetherness, premium, and youthful),and the successful execution of event activations. These results indicate that the implemented strategies effectively enhanced brand awareness and growth sales transactions.