Marketing Activation dalam Meningkatkan Brand Exposure Melalui Event “A Moment of J”.

Abstract

Penelitian ini bertujuan untuk menganalisis efektivitas strategi aktivitas marketing berbasis experiential marketing melalui event “A Moment of J” dalam meningkatkan jangkauan merek Flowrie di media sosial. Metode yang digunakan adalah pendekatan terapan berbasis implementasi dengan konsep experiential marketing yang mencakup dimensi sense, feel, think, act, dan relate. Pengumpulan data dilakukan melalui observasi partisipatif, dokumentasi, analisis media sosial, serta kuesioner. Evaluasi dilakukan dengan membandingkan kondisi sebelum dan sesudah event berdasarkan indikator engagement, reach, impressions, views, dan user-generated content (UGC). Hasil penelitian menunjukkan bahwa implementasi event “A Moment of J” mampu meningkatkan jangkauan merek Flowrie secara signifikan. Hal ini terlihat dari peningkatan seluruh indikator digital serta meningkatnya partisipasi audiens dalam bentuk UGC yang menunjukkan perubahan dari audiens pasif menjadi aktif.

This study aims to analyze the effectiveness of marketing activation strategies based on experiential marketing through the “A Moment of J” event in increasing Flowrie’s brand exposure on social media. The method used is an implementation-based applied project with an experiential marketing approach covering the sense, feel, think, act, and relate dimensions. Data were collected through participatory observation, documentation, social media analytics, and questionnaires. The evaluation was conducted by comparing pre- and post-event conditions based on engagement, reach, impressions, views, and user-generated content (UGC) indicators. The results show that the implementation of the “A Moment of J” event significantly increased Flowrie’s brand exposure. This is reflected in the improvement of all digital indicators and the rise of audience participation through UGC, indicating a shift from passive audiences to active contributors.