Strategi Komunikasi Pemasaran melalui Kolaborasi Template dengan Arlo dalam Membangun Brand Awareness

Abstract

Penelitian ini bertujuan menganalisis implementasi kolaborasi template foto dan strategi komunikasi pemasaran Photoplace bersama influencer Arlo dalam membangun brand awareness. Industri photobox berkembang sangat kompetitif di era digital. Temuan menunjukkan bahwa tingginya interaksi audiens di media sosial tidak berbanding lurus dengan jumlah pengguna template secara langsung. Strategi Co branding dengan figur anak kecil juga menjadi fenomena baru yang belum pernah diteliti pada industri ini. Penelitian ini penting sebagai rujukan akademis sekaligus panduan praktis pemasar. Studi kualitatif deskriptif metode kasus berparadigma post-positivistik ini menggunakan observasi, studi literatur, dan wawancara mendalam. Hasil menunjukkan aktivitas Co branding dijalankan secara terstruktur lintas divisi. Strategi pemasaran diterapkan melalui elemen Integrated Marketing Communication (IMC) berbasis media sosial dan acara pengalaman langsung. Kampanye ini efektif membangun kesadaran merek audiens. Photoplace disarankan memberikan promosi voucher gratis dan menambah template umum guna meningkatkan pengguna langsung.

This research analyzes the implementation of photo template collaboration and Photoplace’s marketing communication strategy with influencer Arlo in building brand awareness. The photobox industry is growing highly competitively in the digital era. Findings show that high social media interaction is not directly proportional to direct template users. The Co branding strategy with a child figure is also a new phenomenon unstudied in this industry. This research is important as an academic reference and a practical guide for marketers. This descriptive qualitative case study with a post-positivistic paradigm uses observation, literature review, and in-depth interviews. Results show that Co branding activities are executed structurally across divisions. The marketing strategy is implemented through Integrated Marketing Communication (IMC) elements based on social media and live experiential events. This campaign effectively builds audience brand awareness. Photoplace is advised to provide free voucher promotions and add general templates to increase direct users.