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Journal : escience humanity journal

Strategi Perancangan Brand Campaign untuk Penguatan Brand Awareness melalui Iklan Digital Platform Vidio.Com Rifalsyah, Fahriza; Saleh, Amiruddin
eScience Humanity Journal Vol 6 No 1 (2025): eSience Humanity Vol.6 No.1 November 2025
Publisher : Asosiasi Ide Bahasa Kepri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37296/esci.v6i1.346

Abstract

The shift in media consumption toward digital platforms has created new opportunities for Brands to strengthen awareness through over the top (OTT) services. Vidio.com, as a leading local OTT platform, provides a strategic medium for delivering effective digital advertising. This study aimed to (1) analyze the implementation of brand campaign strategies to enhance brand awareness on Vidio.com, (2) examine the application of campaign design elements, including audience identification, media objectives, media selection, budget allocation, scheduling, and evaluation, and (3) explore challenges faced by the Campaign Management division and the solutions applied. The study employed Belch and Belch’s (2001) media planning theory and used a qualitative descriptive approach through observation, interviews, active participation, and literature review. Findings revealed that integrated campaigns combining multiple ad formats and collaborations with original content effectively enhanced brand awareness. Strategic audience segmentation, media planning, budget allocation, scheduling, and evaluation ensured campaign success. Challenges such as limited inventory, time constraints, client brief changes, and cross team coordination were addressed through flexible strategies, dedicated persons in charge, and efficient communication. Based on these findings, the study recommends strengthening internal workflow through clear PIC assignments for each campaign, enhancing collaborative work systems, and maintaining fast and flexible communication practices to support smoother execution and optimize the effectiveness of future campaigns on digital OTT platforms.
Proses Kerja Editor Media Sosial Fatiya Catering Sebagai Media Promosi ibrahim, Mochammad Rafi; Saleh, Amiruddin
eScience Humanity Journal Vol 6 No 1 (2025): eSience Humanity Vol.6 No.1 November 2025
Publisher : Asosiasi Ide Bahasa Kepri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37296/esci.v6i1.353

Abstract

  The rapid development of digital media has transformed how companies communicate with their audiences, including those in the catering industry. Fatiya catering, as a professional catering provider, utilizes social media particularly Instagram and TikTok as its main platform for promotion and customer engagement. This study aims to analyze the workflow of social media editors and the role of video content in supporting Fatiya catering’s digital marketing strategy. This research applies a qualitative descriptive method with data collected through observation, participation, interviews, and literature study conducted at Fatiya catering, Bogor City. The findings show that the editor’s workflow consists of three stages: pre production, production, and post production. The pre production stage involves concept planning based on event themes; the production stage includes real-time photo and video documentation; and the post-production stage focuses on editing using CapCut, Adobe Premiere Pro, Canva, and Adobe Photoshop to produce engaging and professional content. Video content plays a crucial role in enhancing Fatiya catering’s digital marketing by showcasing service quality, event atmosphere, and brand professionalism. The study concludes that effective teamwork, creativity, and continuous improvement in editing and storytelling are essential to strengthen brand image and promotional effectiveness.  
Co-Authors - Hamdi - Riana . Dahri Abbas, Akmadi Abdul Fat-Han Ismail Abung Supama Wijaya Adeni, Susri Adha, Adha Dimas Winata Adi Firmansyah Adisty Hasna Mufidah Afrina Sari Agung Wijayanto Agus Fanar Syukri Agus Sandra Agus Triyanto Ahmad Dzakwan At-Taqy Aida V.S. Hubeis Aida Vitayala Hubeis Aida Vitayala Hubeis Aida Vitayala S Hubeis Aida Vitayala S Hubeis Aida Vitayala S Hubeis Aida Vitayala S Hubeis Aida Vitayala S Hubeis Aida Vitayala S. Hubeis Aida Vitayala S. 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