Strategi Konten Kampanye UGC #BRIMOWorldXperience melalui Influencer di TikTok sebagai Media Promosi Pembukaan Rekening BRI di Taipei (Studi Kasus Kolaborasi Tim Sales dan Creative & KOL Suara.com)

azqia, inayatul (2026) Strategi Konten Kampanye UGC #BRIMOWorldXperience melalui Influencer di TikTok sebagai Media Promosi Pembukaan Rekening BRI di Taipei (Studi Kasus Kolaborasi Tim Sales dan Creative & KOL Suara.com). Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

ABSTRACT Digital campaigns on TikTok require content strategies that align communication objectives with audience characteristics and involve collaboration among relevant parties. The BRI UGC campaign #BRImoWorldXperience through an influencer in Taipei represents the use of TikTok to support the promotion of BRImo account opening. This study aims to analyze the content strategy of the BRI UGC campaign #BRImoWorldXperience based on the Research, Planning, Implementation, and Evaluation (RPIE) model, as well as to analyze the collaboration between the Sales Team and Creative & Key Opinion Leader (KOL) Team of Suara.com in developing and implementing the content strategy. This study employs a qualitative method with a case study approach. Data were collected through in-depth interviews, non-participant observation, and documentation involving Rendy Wingston Erasmus Makalew as Sales Manager, Winalda Tuzzahra Herwinawawi as Head of Creative & KOL, Gerhard Lukita as the influencer, and Christina Tandaju, S.I.Kom., M.Si. as an expert triangulator. Data were analyzed using the Miles, Huberman, and Saldaña model, with data validity examined through source triangulation. The findings show that the content strategy was implemented through the stages of research, planning, implementation, and evaluation, including communication needs identification, brief development, key message determination, influencer selection, production, review, revision, approval, publication, and evaluation based on KPIs and content performance. Collaboration between the Sales Team and Creative & KOL Team involved role distribution, continuous coordination, and resolving differences through discussion and negotiation. Keywords: Content Strategy, BRI UGC Campaign #BRImoWorldXperience, TikTok, Public Relations, RPIE, Team Collaboration.

Item Type: Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords: Content Strategy, BRI UGC Campaign #BRImoWorldXperience, TikTok, Public Relations, RPIE, Team Collaboration.
Subjects: Communication Science
Communication Science > Public Relations (Hubungan masyarakat / Humas)
Thesis > Thesis (S1)
Divisions: Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User: Inayatul Azqia
Date Deposited: 15 Sep 2026 09:19
Last Modified: 15 Sep 2026 09:19
URI: https://repository.bakrie.ac.id/id/eprint/14616

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