Strategi Komunikasi Pemasaran Digital Photoplace Indonesia dalam Penguatan Brand Awareness Studi Kasus pada Campaign Custom Frame

Abstract

Penelitian ini bertujuan menganalisis strategi komunikasi pemasaran digital Photoplace Indonesia melalui campaign custom frame dalam penguatan brand awareness. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus deskriptif. Hasil penelitian ini menunjukkan bahwa campaign dirancang dengan pendekatan customer-oriented dan diimplementasikan sesuai prinsip Integrated Marketing Communication (IMC) melalui berbagai kanal digital yang terintegrasi. Strategi ini terbukti efektif meningkatkan brand awareness, ditunjukkan oleh kenaikan engagement rate hingga 5,36%, peningkatan partisipasi peserta, serta munculnya User-Generated Content (UGC) yang memperluas jangkauan merek secara organik. Temuan ini menunjukkan bahwa campaign berbasis pengalaman dan personalisasi dapat menjadi model komunikasi pemasaran yang efektif bagi industri kreatif digital.

The purpose of this study is to analyze Photoplace Indonesia's digital marketing communication strategy through the custom frame campaign in strengthening brand awareness. The research employs a qualitative approach with a descriptive case study method. The results indicate that the campaign was designed using a customer-oriented approach and was implemented in accordance with Integrated Marketing Communication (IMC) principles through various integrated digital channels. This strategy proved effective in increasing brand awareness, as demonstrated by an engagement rate increase of up to 5.36%, a growth in participant participation, and the emergence of User-Generated Content (UGC) that organically expanded the brand's reach. These findings suggest that experience-based and personalized campaigns can serve as an effective marketing communication model for the digital creative industry.