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All Journal International Review of Humanities Studies
Tantuah, Naldo
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Arts Humanities Languange, Linguistic, Communication & Media Library & Information Science

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#BERGERAKLEBIHBAIK AS A CULTURAL CAMPAIGN: BRAND ACTIVATION, DIGITAL LIFESTYLE, AND URBAN HEALTH CONSCIOUSNESS IN CONTEMPORARY INDONESIA Ningtyas, Putri Ayu; Satria, Hardika Widi; Priyandhini, Besty; Tantuah, Naldo; Heychael, Muhammad; Kirana, Nazira Shafera
International Review of Humanities Studies Vol. 10, No. 2
Publisher : UI Scholars Hub

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Abstract

In today's hyper-competitive branding environment, marketing strategies are no longer solely focused on product promotion but have evolved into cultural practices that shape societal norms, values, and identities. This study explores how Pristine, a premium bottled mineral water brand, utilized brand activation through the #BergerakLebihBaik campaign to not only increase brand awareness but also construct a cultural narrative around health, wellness, and lifestyle among urban Indonesian consumers. Through a mixed-method qualitative approach including social media observation, in-depth interviews, and document analysis, this research demonstrates how the campaign functioned as a cultural artifact that mediated discourses of modern health, digital engagement, and consumer identity. The results show that the campaign achieved significant online and offline reach, indicating successful brand-culture integration.
Co-Authors Heychael, Muhammad Kirana, Nazira Shafera Ningtyas, Putri Ayu Priyandhini, Besty Satria, Hardika Widi