SETIAWAN, MELLISA ANGIE (2022) PENERAPAN STRATEGI KONTEN INSTAGRAM @BLOOMKA_ID DALAM MEMBANGUN BRAND ENGAGEMENT. Other thesis, Unika Soegijapranata Semarang.
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Abstract
Bloomka is a local brand that is engaged in skincare, and is also one of the brands that uses Instagram as a medium to communicate with consumers. Competition in the world of marketing through social media requires Bloomka to develop interesting content to create bonds between brands and consumers. In this study, Bloomka became one of the brands that had a high engagement rate of 3.09%. This study aims to determine the content strategy applied by Bloomka to build brand engagement through Instagram @Bloomka_id. This research uses content marketing, content strategy and brand engagement. The type of research used is descriptive qualitative with a case study method, for data collection techniques carried out through interviews and analysis of Instagram @bloomka_id content. From the results of the study, it is known that the strategy used by Bloomka to build brand engagement is by applying the CTA system to copywriting content that is in the use of interrogative sentences at the end of each photo or video. In addition, content with an emotional touch such as a campaign about self love provides high engagement Keyword: Content, Content Strategy, Brand Engagement
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | 600 Technology (Applied sciences) > 650 Management > 659 Advertising and public relations > Brands |
| Divisions: | Faculty of Law and Communication > Department of Communication Science |
| Depositing User: | Ms Cristina Mayasari |
| Date Deposited: | 11 Jan 2023 06:21 |
| Last Modified: | 11 Jan 2023 06:21 |
| URI: | http://repository.unika.ac.id/id/eprint/30565 |
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