Strategi Brand Activation Student Marketeers Terhadap Brand Awareness Red Bull di Kalangan Gen Z

Sashikirana, Aleyda (2025) Strategi Brand Activation Student Marketeers Terhadap Brand Awareness Red Bull di Kalangan Gen Z. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

In an increasingly competitive marketing era, brands are not only required to sell products, but also create relevant and memorable experiences for their consumers. Red Bull as a global energy drink brand is known not only for its products, but also for its brand activation strategy that blends with the Gen Z lifestyle. This research aims to find out how Red Bull's brand activation strategy plays a role in shaping brand awareness among generation Z. The approach used is descriptive qualitative with a methodology of descriptive qualitative research. The approach used is descriptive qualitative with data collection methods through in-depth interviews. Consisting of five interviewees, as well as one triangulator who understands marketing strategies comprehensively. The findings showed that Red Bull successfully integrated the five dimensions of experiential marketing, namely sense, feel, think, act, and relate in its brand activation strategy. The relate marketing dimension was found to be the most dominant factor contributing to the formation of brand awareness, as it is able to create strong emotional and social connections with audiences through a community-based approach. This research also identified two additional factors that helped strengthen brand awareness, namely loyal customer base and word of mouth. Overall, the results show that Red Bull's brand activation strategy is effective in shaping the four dimensions of brand awareness-from the stages of unaware of brand, brand recognition, brand recall, to reaching top of mind-with a participatory, emotional, and contextual approach that suits Gen Z characteristics.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	brand activation, experiential marketing, brand awareness, Gen Z, Student Marketeers.
Subjects:	Marketing > Branding (Marketing) Marketing Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User:	Aleyda Sashikirana
Date Deposited:	19 Aug 2025 08:40
Last Modified:	19 Aug 2025 08:40
URI:	https://repository.bakrie.ac.id/id/eprint/11828

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