Perancangan Strategi Digital Campaign #KitaUbah di PT Wasteforchange Alam Indonesia

Abstract

Permasalahan pengelolaan sampah di Indonesia tidak hanya berkaitan dengan aspek teknis, tetapi juga dipengaruhi oleh keterbatasan komunikasi dalam menyampaikan edukasi dan mendorong keterlibatan masyarakat. PT Wasteforchange Alam Indonesia sebagai perusahaan yang bergerak di bidang pengelolaan sampah memiliki peluang untuk memperkuat penyampaian pesan pengelolaan sampah melalui strategi komunikasi digital yang lebih terencana dan terintegrasi. Proyek akhir ini bertujuan merancang strategi dan alur pelaksanaan digital campaign #KitaUbah serta mengidentifikasi partisipasi audiens sebagai bentuk keterlibatan dalam campaign. Metode yang digunakan adalah kerangka SOSTAC yang meliputi situation analysis, objectives, strategy, tactics, action, dan control, serta Social Cognitive Theory untuk menganalisis keterlibatan audiens melalui faktor personal, perilaku, dan lingkungan. Campaign diimplementasikan melalui konten Instagram, online challenge, workshop Employee Generated Content (EGC), kolaborasi Key Opinion Leader (KOL), dan press release. Hasil evaluasi menunjukkan peningkatan reach sebesar 67,39%, views sebesar 73,01%, engagement rate sebesar 19,62%, dan interaction sebesar 100,13%. Online challenge memperoleh participation rate sebesar 1,5% dengan 112 peserta, sedangkan workshop EGC memperoleh participation rate sebesar 18%. Temuan menunjukkan bahwa strategi digital campaign yang terintegrasi mampu meningkatkan performa komunikasi digital sekaligus mengindikasikan adanya keterlibatan audiens yang tercermin melalui interaksi faktor personal, perilaku, dan lingkungan digital.

Waste management issues in Indonesia are influenced not only by technical challenges but also by limitations in communication efforts to deliver education and encourage public engagement. PT Wasteforchange Alam Indonesia, a company operating in the waste management sector, has the opportunity to strengthen waste management messages through a more strategic and integrated digital communication approach. This final project aims to develop the strategy and implementation framework of the #KitaUbah digital campaign while identifying audience participation as an indicator of campaign engagement. The SOSTAC framework, consisting of Situation Analysis, Objectives, Strategy, Tactics, Action, and Control, was employed alongside Social Cognitive Theory to analyze audience engagement through personal, behavioral, and environmental factors. Campaign implementation included Instagram content, an online challenge, an Employee Generated Content (EGC) workshop, Key Opinion Leader (KOL) collaborations, and press releases. Evaluation results showed increases in reach by 67.39%, views by 73.01%, engagement rate by 19.62%, and interactions by 100.13%. The online challenge achieved a participation rate of 1.5% with 112 participants, while the EGC workshop recorded a participation rate of 18%. Findings indicate that an integrated digital campaign strategy can improve digital communication performance while fostering audience engagement, as reflected in the interaction of personal, behavioral, and environmental factors within the digital environment.