PROPOSED INSTAGRAM OPTIMIZATION STRATEGY TO IMPROVE BRAND AWARENESS AND ENGAGEMENT FOR “GGOOD”

• Main Author: Utari, Ayunda
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/54718
• Institution: Institut Teknologi Bandung

Brand awareness is one of the important aspects in the context of introducing a brand or new product. Brand awareness is the important aspect in marketing campaign. Brand awareness not only inviting consumers to buy for the first time, brand awareness also makes consumers to continue or loyal to buy products that offered by the company. As the development of digital era and the dependency of people with internet, many brands especially in fashion industry are competing to build their brand persona and awareness through the digital marketing. Instagram is trusted as most powerful social media platform for business nowadays. Instagram has big impact to help build business especially in increasing brand awareness. Instagram created tight competition for business especially in fashion industry. Brands are start to concern building their brand awareness through Instagram. This tight competition push all brands to create an innovative promotional campaign through paid social media campaign. GGOOD, a company that runs in Urban Traveling Bag industry which has been established since 2011, still has not develop well in its brand awareness and engagement . GGOOD’s brand awareness and engagement is still left behind from its competitors. In order to get the right solution, this research conduct an internal and external analysis of the company to identify the internal, competitors and customer conditions. By identifying these factors, it determine the root cause which is GGOOD still lack in their social media promotional activity, GGOOD is lack active and underdeveloped in its social media promotional activity rather than its competitors which giving a wide gap of awareness between GGOOD and competitiors. In fact, from its quality, prices and value proposition aspects, GGOOD still can be compete with Visval and Choral. The solution from root caused problem is GGOOD needs to maximize its promotional activity on Instagram especially in optimizing its instagram strategy through paid social media campaign. With proposed solution by this research, expected to increase the brand awareness and engagement of GGOOD in the future, so GGOOD can compete well with its competitors. This research also proposed an implementation plan and budgeting plan for the next 3 months.