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All Journal Jurnal ASET (Akuntansi Riset) Jurnal Riset Akuntansi dan Keuangan Jurnal SIKAP (Sistem Informasi, Keuangan, Auditing Dan Perpajakan) JEMPER (Jurnal Ekonomi Manajemen Perbankan) The International Journal of Business Review (The Jobs Review) TECHNO-SOCIO EKONOMIKA Bosowa Journal of Education Toplama International Journal of Management and Business Applied
Hetti Herawati
Universitas Sangga Buana
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Journal : Toplama

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DIGITAL PR CAMPAIGN ACTIVATION STRATEGY FOR LITTLE CONTRAST COFFEE SHOP ON INSTAGRAM Naufal, Yogascitra; Cahyati, Witri; Prasastiningtyas, Widyapuri; Herawati, Hetti; Al-Faiz, Mochamad
TOPLAMA Vol. 3 No. 2 (2026): TOPLAMA
Publisher : PT Altin Riset Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61397/tla.v3i2.505

Abstract

This study aims to analyze the implementation and planning of digital public relations campaigns implemented by Little Contrast coffee shop through the Instagram social media platform in facing the dynamics of the digital era. The method used is a case study with a qualitative approach, including observation of the types of content uploaded on Instagram social media, interviews with the Little Contrast team, and analysis of public relations campaigns conducted by the Little Contrast team to understand how public relations campaign strategies are developed and implemented. The results of the study indicate that the activation of this digital campaign is a strategy to create brand trust and brand awareness to the audience by using the eWOM strategy that introduces products through soft selling testimonials from repost stories on Instagram. Repost stories are part of the content marketing matrix with the inspire type which aims to increase awareness from the audience. By implementing digital campaign activation, Little Contrast can create content that supports the #RASAUNTUKSEMUA campaign, the type of content often used in this campaign is the content marketing matrix with the entertain and inspire types, which aim to get closer to the audience emotionally, so that the communication desired by the brand to the audience can be accepted and the audience is aware of the unique value proposition from Little Contrast.
Co-Authors Al-Faiz, Mochamad Ali Djamhuri Ansori, Surya Audina4, Novi Rizka Diah Ekawati Hamid, Sundari Ira Sari Pertiwi Legita Jamira Leviany, Tevi Lubis, Yeni Rewinda Lusiana, Senny Lusiana, Senny Muhammad Yunus Naufal, Yogascitra Permata Sari , Raisha Prasastiningtyas, Widyapuri Ria Siti Natira Roni Tabroni Winna Pratiwi Witri Cahyati Yuli Nawangsasi