Produksi Instagram Reels Series Tenchi Tirtayasa Melalui Strategi Copywriting untuk Membangun Kedekatan Emosional dengan Audiens

Abstract

Proyek akhir ini bertujuan merancang dan mengimplementasikan strategi copywriting pada Instagram Reels Series Tenchi Tirtayasa untuk membangun kedekatan emosional dengan audiens tanpa mengurangi positioning brand premium. Strategi yang diterapkan meliputi penyusunan tone of voice, pengembangan formula copywriting berbasis Artificial Intelligence (AI), penerapan teknik Star–Story–Solution (3S), pendekatan cultural proximity dan sensory copywriting, serta standarisasi naskah menggunakan Trelby dalam lima episode Instagram Reels Series. Evaluasi dilakukan menggunakan data Instagram Insights. Hasil evaluasi menunjukkan bahwa Episode 2 memperoleh performa tertinggi dengan 12.934 views dan 28 shares, sedangkan Episode 3 memperoleh interaksi komentar tertinggi sebanyak 10 comments. Jangkauan audiens non-followers mencapai lebih dari 88% dengan dominasi kelompok usia 18–34 tahun. Hasil tersebut menunjukkan bahwa strategi copywriting yang diterapkan mampu meningkatkan keterlibatan audiens dan berpotensi membangun kedekatan emosional dengan target pengguna.

This final project aims to design and implement a copywriting strategy for the Tenchi Tirtayasa Instagram Reels Series to build emotional connection with audiences while maintaining the brand’s premium positioning. The strategy included tone of voice development, an Artificial Intelligence (AI)-based copywriting formula, the application of the Star–Story–Solution (3S) technique, cultural proximity and sensory copywriting approaches, and script standardization using Trelby across five Instagram Reels Series episodes. Evaluation was conducted using Instagram Insights data. The results showed that Episode 2 achieved the highest performance with 12,934 views and 28 shares, while Episode 3 generated the highest audience interaction with 10 comments. Non-follower reach exceeded 88%, with audiences aged 18–34 dominating the viewership. These findings indicate that the implemented copywriting strategy increased audience engagement and has the potential to build emotional connection with target users.