Analisis Content Marketing Melalui Social Media Instagram @vaselineid Dalam Meningkatkan Brand Engagement dan Self-Esteem Pada Albinisme (Studi Kasus Albino Project #LampauiMatahari 2024)

Jatayusati, Haura Savitri (2025) Analisis Content Marketing Melalui Social Media Instagram @vaselineid Dalam Meningkatkan Brand Engagement dan Self-Esteem Pada Albinisme (Studi Kasus Albino Project #LampauiMatahari 2024). Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

This study examines the implementation of the social media strategy Social Purpose through Social Purpose Branding in the activation of the #LampauiMatahari campaign to enhance brand engagement and self-esteem in individuals with albinism via Instagram @vaselineid. The purpose of this research is to provide insights and ideas while illustrating how Vaseline's content marketing strategy increases brand engagement and its correlation with self-esteem in individuals with albinism during the execution of the #LampauiMatahari 2024 campaign. This study employs a qualitative research method with a case study approach. The data sources used in this research include primary data obtained through in-depth interviews with informants and secondary data collected from supporting sources such as literature reviews and direct observations. The four key informants in this study consist of Vaseline’s internal team members who were directly involved in executing the #LampauiMatahari campaign and individuals with albinism. Additionally, two triangulator informants—one branding practitioner and one dermatologist—were included to assess the study. Based on the analysis, this study finds that the #LampauiMatahari 2024 campaign is a purposeful campaign oriented toward the social impact created by Vaseline. The campaign has a positive impact, evoking the emotional side of the audience while fostering a process of building self-confidence for individuals with albinism through Instagram @vaselineid. This is achieved by delivering content tailored to audience segmentation needs, aligning with the brand engagement variables and self-esteem aspects of individuals with albinism.

Item Type: Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords: Social Purpose, Social Purpose Branding, Social Media, Instagram, Brand engagement, Vaseline
Subjects: Communication Science > Marketing Communications
Communication Science > Social Media
Thesis
Divisions: Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User: Haura Savitri Jatayusati
Date Deposited: 28 Feb 2025 10:42
Last Modified: 28 Feb 2025 10:42
URI: https://repository.bakrie.ac.id/id/eprint/11411

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