Aditya Adam Varizky, Delmarrich Bilga Ayu, Rini Ganefwati

Analisis Strategi Komunikasi Pemasaran Brand Rucas Untuk Membangun Brand Awareness

Introduction

Analisis strategi komunikasi pemasaran brand rucas untuk membangun brand awareness. Analisis strategi komunikasi pemasaran brand Rucas di media sosial untuk membangun brand awareness. Temukan implementasi iklan, pemasaran interaktif, dan langsung di industri fesyen digital.

Abstract

This study aims to analyze the marketing communication strategy of the RUCAS brand through social media and identify the implementation of advertising, interactive marketing, and direct marketing elements within the strategy. The research method used is qualitative with a descriptive approach. The results indicate that RUCAS's marketing communication strategy focuses on utilizing Instagram and TikTok as the main platforms to build brand identity through creative visual content, before-after concepts, and popular trends. RUCAS also leverages the momentum of events like BYON Combat and LOCALFEST to increase exposure. In the communication mix, advertising is implemented through emotional visual storytelling. Interactive marketing successfully builds two-way engagement through interactive social media features, while direct marketing is conducted through direct product information delivery, teasers, and public figure collaborations. In conclusion, RUCAS's utilization of social media functions not only as a promotional tool but also as a strategic medium to build image, interaction, and sustainable emotional relationships in the digital fashion industry. .

Review

This study, "Analisis Strategi Komunikasi Pemasaran Brand Rucas Untuk Membangun Brand Awareness," addresses a highly relevant and contemporary topic concerning marketing communication strategies in the digital age, particularly within the dynamic fashion industry. The abstract clearly articulates the research's objective: to analyze RUCAS's marketing communication strategy via social media and identify the implementation of advertising, interactive, and direct marketing elements. The qualitative descriptive approach is well-suited for this exploratory analysis, promising valuable insights into practical brand-building efforts. The abstract effectively summarizes the key findings, indicating a strategic focus on Instagram and TikTok for building brand identity through creative visual content, before-after concepts, and trending topics. The study also highlights RUCAS's savvy use of events like BYON Combat and LOCALFEST for increased exposure, demonstrating a multi-channel approach. The breakdown of the communication mix, detailing emotional visual storytelling in advertising, two-way engagement through interactive social media features, and direct product information delivery via teasers and public figure collaborations, offers a comprehensive picture of the brand's integrated strategy. The conclusion that social media serves as a multifaceted tool for promotion, image building, interaction, and emotional relationship cultivation is a compelling takeaway. While the abstract provides a strong overview of RUCAS's successful strategies, a full paper would benefit from delving deeper into certain aspects. For instance, further discussion on the metrics used to measure the effectiveness of these strategies in building brand awareness would enhance the empirical contribution. Exploring the specific challenges encountered in the digital fashion industry or a comparative analysis with other brands would also provide a more holistic view. Nevertheless, this study offers a pertinent case analysis that can inform marketers and academics alike about effective digital brand-building, making a valuable contribution to understanding modern marketing communication.

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