THE ROLE OF ACCOUNT EXECUTIVE AND SOCIAL MEDIA SPECIALIST IN DEVELOPING AN INTEGRATED MARKETING COMMUNICATION STRATEGY TO INCREASE PRODUCT USAGE CONVERSION OF BY.U BY TELKOMSEL

Abstract

By.U, a digital cellular service launched by Telkomsel is a provider that specifically targets Generation Z
and young Digital users. Despite its positioning as a young-oriented digital provider, along with its efforts
which align with the young generation needs, the level of by.U usage among high school students in
Semarang remains relatively low. A preliminary survey conducted among 814 students from four selected
schools affiliated with Telkomsel educational platform, Skul.Id, revealed that only 5.7% (46 students)
were active users of the by.U SIM card. the survey also indicated a high level of perceived risk towards
by.U service at 54.5%, along with a low purchase intention of only 20,8%. In response to these
challenges, an Integrated Marketing Communication (IMC) strategy was designed and implemented
through the campaigns, namely “by.U On The Move!” And the “by.U Inter-School Digital Challenge”.
These campaigns aimed to increase brand trust, reducing perceived risk, and increasing the purchase
desire among students by providing direct experiential interactions with the product through both offline
and online activation. The implementation of the campaign resulted in significant improvements across
various key indicators. The number of by.U users among students increased from 46 users (5.7%) to 118
users (14.5%). Along with that, the level of perceived risk toward by.U service decreased substantially
frm 54.5% to 19,5%. Additionally, the students purchase intention toward by.U showed a considerable
increase, inclined from 20,8% to 72.8% following the implementation and exposure of the by.U On The
Move and by.U Interschool Digital Challenge Campaign.
As an Account Executive and Social Media Specialist, the author was responsible for managing client
communication, coordinating stakeholders, as well as executing digital communication strategies,
including media partners and influencer collaboration. This report documents the effectiveness of the
implemented communication strategies and provides insights for future integrated marketing
communication campaigns targeting youth audiences.