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- W4312223059 abstract "Darlie Indonesia aims to expand their products by launching variants of toothbrushes. This paper will describe Darlie’s strategy to increase brand awareness for their new products using the AISAS approach (Awareness, Interest, Search, Action, and Share). Marketing messages were delivered via Darlie’s Instagram account using the main hashtag #SikatDarliePastiFit and these features were utilized and categorized into three content pillars. Moreover, Key Opinion Leader (KOL), Instagram account of partners, and news online websites were also deployed to boost the reach of the messages. The results show that Darlie’s Instagram engagement is quite high, and KOL insight also shows good results. However, quiz participants did not achieve the target, since the quiz required participants to jump the AISAS process, from awareness into action and share, in a short time." @default.
- W4312223059 created "2023-01-04" @default.
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- W4312223059 date "2022-12-26" @default.
- W4312223059 modified "2023-09-26" @default.
- W4312223059 title "Digital Campaign Strategy to Increase Brand Awareness for Darlie Indonesia’s New Product" @default.
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- W4312223059 doi "https://doi.org/10.3390/proceedings2022083024" @default.
- W4312223059 hasPublicationYear "2022" @default.
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