ARVANTI, DENISA CLARINTA and Ulfa, Nurist Surayya (2026) THE CAMPAIGN OF FINDING YUKI TO STRENGTHEN BRAND MESSAGE #THEETTOWAY AS A STRATEGIST AND PROGRAM MANAGER OF ETTO DESSERT SEMARANG. Undergraduate thesis, UNIVERSITAS DIPONEGORO FAKULTAS ILMU SOSIAL DAN ILMU POLITIK.

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Abstract

This project aims to increase brand awareness of Etto Dessert by strengthen the
brand message of #Theettoway through a strategized Communications Program.
Established in January 2025, Etto Dessert is a newly emerging business that
specializes in premium Japanese desserts and interactive in-store activities. The
main issues faced was low brand awareness and limited brand message recognition
due to their new presence. In the sales transaction, recorded per may 2025, Etto
Dessert average sales is 400 products sold per month. To address this challenge,
the writer implemented strategies using the Integrated Marketing Communication
(IMC) approach, which include content marketing creation in Instagram and
Tiktok, Utilize paid advertisements (ads) to reach broader audience, collaborate
with Communities as Public relations, programs of Sales promotion to boost sales,
and organizing offline event to enhance experience. This approach was chosen to
convey the brand message through a narrative campaign of “Finding Yuki” which
is able to increase brand awareness and produce sales transactions.
As a Strategist and Program Manager, the author was responsible for
conceptualizing, coordinating, and implementing effective marketing strategies to
increase Etto Dessert’s brand awareness. The success of these strategies is
demonstrated by the increase in Instagram followers from 336 to 735 followers, a
131% growth in sales transactions, improved audience understanding of the four
key brand messages (Japanese-inspired, togetherness, premium, and youthful),and
the successful execution of event activations. These results indicate that the
implemented strategies effectively enhanced brand awareness and growth sales
transactions.
Keywords: Capstone Project, Integrated Marketing Communication, Etto Dessert,
Finding Yuki, Japanese, Togetherness, Premium, Youthful, Strategist, Program Manager
5 ilmu komunikasi 2026

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