PERAN ACCOUNT EXECUTIVE, STRATEGIST, DAN EVENT MANAGER UNTUK MENINGKATKAN BRAND AWARENESS DAN BRAND ENGAGEMENT MAMI AYAM POP MELALUI KAMPANYE "FLAVOR AND TUNES POP”

Abstract

Mami Ayam Pop is a culinary micro, small, and medium enterprise (MSME) in Semarang specializing in Ayam Pop. Based on a survey involving 202 respondents, the brand awareness of Mami Ayam Pop was relatively low, with 76.7% of respondents unfamiliar with the brand and 81.2% stating that the brand positioning as an Ayam Pop specialist had not been clearly communicated. These findings indicate the need for an integrated brand communication strategy to improve both brand awareness and consumer engagement. This study aims to analyze the implementation of the Flavor and Tunes Pop campaign as a brand communication strategy to enhance the brand awareness and brand engagement of Mami Ayam Pop. The campaign was developed using the Integrated Marketing Communication (IMC) approach by integrating online and offline marketing activities, including Instagram and TikTok content management, collaboration with micro-influencers, the Vote Your Iftar Flavor program, and the Ramadhan Satnight Tunes event. Throughout the campaign, the author served as the Account Executive, Strategist, and Event Manager, responsible for client coordination, communication strategy development, and campaign planning and execution. The campaign implementation resulted in increased brand exposure, higher audience engagement on social media, greater consumer participation in campaign activities, and improved public understanding of Mami Ayam Pop's positioning as an Ayam Pop specialty restaurant. The integration of various communication channels successfully created a more interactive consumer experience, strengthened the relationship between the brand and its audience, and contributed to the improvement of both brand awareness and brand engagement. These findings demonstrate that the implementation of an integrated marketing communication strategy through the Flavor and Tunes Pop campaign was effective in strengthening Mami Ayam Pop's positioning as a specialty Ayam Pop culinary brand in Semarang.