EKSPLORASI KREATIVITAS COPYWRITING DALAM PEMBUATAN NASKAH IKLAN DI SCHOTERS BY RUANGGURU

Abstract

Proyek akhir ini bertujuan mengeksplorasi proses kreatif dalam pembuatan naskah iklan audio visual digital di Schoters by Ruangguru, khususnya pada konten iklan berbayar melalui platform Meta Ads. Pendekatan yang digunakan mencakup Design Thinking dan teori AIDA (Attention, Interest, Desire, Action), dengan merancang dua jenis konten: berbasis informasi langsung dan berbasis tren. Setiap konten disusun berdasarkan riset audiens, segmentasi pasar, serta strategi Integrated Marketing Communication agar pesan tersampaikan secara konsisten. Evaluasi menunjukkan konten informasi langsung memiliki konversi lebih tinggi dan biaya lebih efisien dibandingkan konten berbasis tren. Proyek ini juga menyertakan analisis performa iklan berdasarkan metrik digital dan memberikan kontribusi terhadap praktik copywriting serta produksi iklan digital.

This final project aims to explore the creative process of crafting digital audiovisual advertising scripts at Schoters by Ruangguru, with a focus on paid content through the Meta Ads platform. The project applies Design Thinking and the AIDA theory (Attention, Interest, Desire, Action) to develop two types of content: information-based and trend-based. Each content was designed based on audience research, market segmentation, and Integrated Marketing Communication strategies to ensure consistent messaging. The evaluation revealed that information-based content achieved higher conversions and more efficient costs compared to trend-based content. This project also includes performance analysis based on digital metrics and contributes to the understanding of copywriting practices and digital ad production.