Penyusunan Materi Komunikasi Pemasaran sebagai Bagian dari Modul Digital: Pemasaran Melalui Komunitas Fluffy Mombassador

Abstract

Persaingan industri baby and kids fashion di Indonesia yang semakin ketat mendorong berbagai brand memanfaatkan media sosial secara masif sebagai kanal komunikasi pemasaran, termasuk melalui pendekatan pemasaran berbasis komunitas. Fluffy menerapkan Program Fluffy Mombassador, yaitu komunitas mom-influencer sebagai perpanjangan tangan promosi brand. Pelaksanaan program pada batch 2 belum dikelola secara terstruktur, karena anggota komunitas hanya diperlakukan sebagai KOL barter tanpa sistem penghargaan yang jelas, sehingga menimbulkan relasi satu arah antara anggota dan perusahaan. Proyek akhir ini bertujuan untuk merancang dan menerapkan taktik komunikasi pemasaran pada Program Fluffy Mombassador batch 3 sehingga hasilnya dapat dijadikan materi dalam modul digital pemasaran berbasis komunitas, serta menyusun materi komunikasi pemasaran tersebut ke dalam modul digital berjudul How to Build Your Brand Community: Case Study Fluffy Mombassador. Perancangan taktik komunikasi pemasaran dilakukan dengan mengacu pada model SOSTAC, meliputi tahap analisis situasi, penetapan tujuan, perumusan strategi berdasarkan empat relasi customer-centric dalam teori Brand Community, penyusunan taktik, implementasi melalui marketing plan berbasis Gantt, serta pemantauan dan pengendalian. Penyusunan materi modul digital dilakukan dengan pendekatan ADDIE yang mencakup tahap analisis kebutuhan dan audiens, perancangan struktur materi, pengembangan konten dan media, serta pemanfaatan hasil implementasi program sebagai bahan validasi materi. Data proyek diperoleh melalui observasi, dokumentasi, wawancara, data perusahaan, serta umpan balik peserta, yang selanjutnya dianalisis secara deskriptif-prosedural dengan mengelompokkan data ke dalam tahapan model SOSTAC. Hasil proyek menunjukkan bahwa perancangan taktik komunikasi pemasaran pada Fluffy Mombassador batch 3 berhasil menjawab kelemahan program periode sebelumnya melalui enam taktik yang saling terintegrasi yaitu CMAT (Community Marketing Activation Tactics), terdiri dari aktivitas digital marketing, offline campaign, program pemberdayaan anggota melalui webinar, sistem reward, sistem leaderboard, dan affiliate marketing. Pemantauan dan evaluasi menunjukkan peningkatan partisipasi anggota, penguatan hubungan emosional antara anggota dan brand pada kegiatan offline, serta kontribusi positif sistem affiliate terhadap penjualan melalui website resmi brand. Seluruh hasil implementasi tersebut selanjutnya digunakan sebagai bahan penyusunan materi Bab I modul Marketing Communication for Brand Community, yang tersusun atas enam bagian mulai dari urgensi komunitas bagi brand hingga kontribusinya terhadap peningkatan penjualan. Materi disusun berdasarkan fakta dan bukti pelaksanaan nyata di lapangan, sehingga modul digital ini diharapkan dapat menjadi panduan praktis bagi brand atau pelaku usaha lain yang ingin membangun dan mengembangkan strategi pemasaran berbasis komunitas.

The increasingly competitive baby and kids fashion industry in Indonesia has encouraged various brands to extensively utilize social media as a marketing communication channel, including through a community-based marketing approach. Fluffy implemented the Fluffy Mombassador Program, a community of mom-influencers that serves as an extension of the brand’s promotional efforts. The implementation of Batch 2 was not managed in a structured manner, as community members were primarily treated as barter-based Key Opinion Leaders (KOLs) without a clear reward system, resulting in a one-way relationship between community members and the company. This final project aims to design and implement marketing communication tactics for the Fluffy Mombassador Batch 3 Program, with the results serving as material for a digital community-based marketing module, as well as to compile the marketing communication materials into a digital module entitled How to Build Your Brand Community: Case Study Fluffy Mombassador. The marketing communication tactics were designed based on the SOSTAC model, which consists of situation analysis, objective setting, strategy formulation based on the four customer-centric relationships in Brand Community Theory, tactic development, implementation through a Gantt-based marketing plan, as well as monitoring and control. The development of the digital module was conducted using the ADDIE approach, which includes needs and audience analysis, material structure design, content and media development, and the utilization of program implementation results as a basis for material validation. Project data were collected through observation, documentation, interviews, company data, and participant feedback, and were subsequently analyzed using a descriptive-procedural approach by categorizing the data according to the stages of the SOSTAC model. The project results demonstrate that the design of marketing communication tactics for Fluffy Mombassador Batch 3 successfully addressed the weaknesses of the previous program through six integrated tactics under CMAT (Community Marketing Activation Tactics). These tactics consisted of digital marketing activities, offline campaigns, member empowerment programs through webinars, a reward system, a leaderboard system, and affiliate marketing. Monitoring and evaluation indicated increased member participation, strengthened emotional relationships between members and the brand during offline activities, and a positive contribution of the affiliate system to sales through the brand’s official website. The entire implementation results were subsequently utilized as the basis for developing Chapter I of the Marketing Communication for Brand Community module, which consists of six sections covering topics ranging from the importance of communities for brands to their contribution to increasing sales. The materials were developed based on factual evidence and actual implementation in the field. Therefore, this digital module is expected to serve as a practical guide for brands and other business practitioners seeking to build and develop community-based marketing strategies.