Strategi Komunikasi Pemasaran Photoplace melalui Kolaborasi Template dengan Arlo dalam Penguatan Brand Awareness

Yusi Fauzani; Amiruddin Saleh

doi:10.55606/jcsr-politama.v4i3.6174

Authors

Yusi Fauzani IPB University
Amiruddin Saleh IPB University

DOI:

https://doi.org/10.55606/jcsr-politama.v4i3.6174

Keywords:

Community Health Center, Co-Branding, Collaboration, Integrated Marketing Communication, Marketing Communication

Abstract

Abstract. Digital technology development has encouraged companies to adapt their marketing communication strategies through social media to increase brand awareness. This study aims to analyze the implementation process of the Photoplace and Arlo template collaboration as well as the marketing communication strategies used to strengthen brand awareness on social media. The research employed a descriptive qualitative approach using a case study method and a constructivist paradigm. Data collection was conducted through observation, semi-structured interviews, and literature studies involving informants consisting of a marketing manager, marketing communication staff, graphic designer, content creator, and audiences who used the Arlo template. The results showed that the collaboration was carried out through a structured process starting from influencer research, concept development, template production, to campaign distribution through Instagram and TikTok. Photoplace implemented the concept of Integrated Marketing Communication (IMC), particularly through the elements of online and social media marketing, event and experience, and publicity. The content was designed using storytelling, entertainment, and visual approaches that followed social media trends, which successfully increased audience engagement. The findings also revealed that the collaboration with Arlo strengthened Photoplace’s brand awareness at the stages of brand recognition, brand recall, and top of mind.

Keywords: brand awareness; co-branding; Integrated Marketing Communication; marketing communication ; collaboration

Abstrak. Perkembangan teknologi digital mendorong perusahaan untuk menyesuaikan strategi komunikasi pemasaran melalui media sosial guna meningkatkan brand awareness. Penelitian ini bertujuan menganalisis proses implementasi kolaborasi template Photoplace dengan Arlo serta strategi komunikasi pemasaran yang digunakan dalam memperkuat brand awareness di media sosial. Penelitian menggunakan pendekatan kualitatif deskriptif dengan metode studi kasus dan paradigma konstruktivisme. Pengumpulan data dilakukan melalui observasi, wawancara semi terstruktur, dan studi literatur dengan informan yang terdiri dari marketing manager, marketing communication staff, graphic designer, content creator, serta audiens pengguna template Arlo. Hasil penelitian menunjukkan bahwa kolaborasi dilakukan melalui proses terstruktur mulai dari riset influencer, perancangan konsep, produksi template, hingga distribusi kampanye melalui Instagram dan TikTok. Strategi komunikasi pemasaran Photoplace menerapkan konsep Integrated Marketing Communication (IMC), terutama pada elemen online and social media marketing, event and experience, serta publicity. Konten dibuat dengan pendekatan storytelling, entertainment, dan visual yang mengikuti tren media sosial sehingga mampu meningkatkan engagement audiens. Hasil penelitian juga menunjukkan bahwa kolaborasi dengan Arlo berhasil memperkuat brand awareness Photoplace pada tahap brand recognition, brand recall, hingga top of mind. Penelitian ini memberikan implikasi bahwa kolaborasi dengan influencer dan pemanfaatan media sosial secara kreatif dapat menjadi strategi efektif dalam memperkuat brand awareness pada industri photobox.

Kata kunci: brand awareness; co-branding; Integrated Marketing Communication; komunikasi pemasaran; kolaborasi

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