RANCANGAN KONTEN VIDEO PEMASARAN UNTUK MENINGKATKAN ONLINE ENGAGEMENT INSTAGRAM PERSONAFIC FOR MEN

• Main Author: J. Bevan P., A.
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/76376
• Institution: Institut Teknologi Bandung

Currently, men's awareness of maintaining their appearance has begun to emerge and encourage the growth of Indonesia’s men’s skincare market. The growth of this market is an opportunity and threat for Personafic for Men because of the weak barrier to entry in the men’s skincare market impacts the increasing number of competitors, so Personafic for Men must have a consumer acquisition strategy to remain competitive. Social media marketing is one of the effective strategies for increasing consumer acquisition. However, Personafic for Men faces the issue of decreasing online engagement on video content on its social media because Personafic for Men still needs a formulation of marketing video content. Therefore, this study was conducted to propose a design formulation of marketing video content that can increase online engagement. The design was obtained by the experimental design method. The video content factors tested in this study were video duration, content message, model's face, and voice-over. The four elements are combined into sixteen stimuli with a 2k factorial design and divided into four blocks. Through Instagram’s advertising service, the sixteen stimuli were then disseminated to 2,25 million Personafic for Men’s target consumers, i.e., Indonesia men aged 18-34. Each stimulus was distributed for three days at a cost rate of Rp60.000. The amount of reach, number of interactions (likes, shares, and comments), click- through rate (CTR), and video completion rate (VCR) are used as parameters that measure the online engagement of each stimulus. Based on significance testing with ANOVA and post hoc analysis, it is known that marketing video content that can increase online engagement is a 15-second video with an uninformativeness message and uses a model's face. The findings were used to devise a marketing video content strategy and mock-ups as a result of this study.