Article Per Year (5 Year)
p-Index From 2021 - 2026
0.983
P-Index
This Author published in this journals
All Journal Eastasouth Journal of Effective Community Services Multifinance Toplama International Journal of Management and Business Applied
Naufal, Yogascitra
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Social Sciences

Published : 5 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search
Journal : Toplama

 1 
BRAND FRUNC ID DIGITAL MEDIA CONTENT PLANNING Naufal, Yogascitra; Adhipermana, Luthfi Diar; Putra, Andika Radya; Simamora, Yohana Agustina Christian; Kaniawati, Nina
TOPLAMA Vol. 2 No. 1 (2024): TOPLAMA
Publisher : PT Altin Riset Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61397/tla.v2i1.223

Abstract

The role of digital content in 2023 is very important due to the shifting role of mass media is gradually being replaced by social media. The content published on social media today is creative digital content that aims to increase the awareness of its audience, one of the brands in the city of Bandung called Frunc Id began planning digital content that will be uploaded on its social media channels. The purpose of this content planning is so that the creative digital content produced can provide benefits, and solutions and entertain its audience. This research uses qualitative research methods with a case study approach. The result of this research is that the Frunc Id brand makes a content plan in the form of a brand essence and campaign deck so that the packaging of the digital content presented is more focused according to the segment and gets optimal results. The form of planning presented in the brand essence is a unique value proposition, and target market based on needs, brand benefits, and brand personality.  The planning presented in the campaign is the campaign objective, key message, media plan, and content matrix.
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 Adhipermana, Luthfi Diar Al-Faiz, Mochamad Audina4, Novi Rizka Beki Subaeki, Fatkhan Gunawan, Aldy Rialdy Atmadja, Beki Gunawan, Yanyan Hetti Herawati Kaniawati, Nina Khaerul Manaf Lusiana, Senny Maesyaroh, Ulfa Nurfadilah, Lucy Prasastiningtyas, Widyapuri Putra, Andika Radya Simamora, Yohana Agustina Christian Witri Cahyati