Senoaji, Alexandra Feodora Lintang and Ulfa, Nurist Surayya (2026) THE CAMPAIGN OF FINDING YUKI TO STRENGTHEN BRAND MESSAGE #THEETTOWAY AS A MEDIA PLANNER AND SOCIAL MEDIA OFFICER OF ETTO DESSERT SEMARANG. Undergraduate thesis, Fakultas Ilmu Sosial dan Ilmu Politik.

	Text ALEXANDRA FEODORA LINTANG SENOAJI_14040122190061_COVER.pdf - Submitted Version Restricted to Repository staff only Download (379kB)
	Text ALEXANDRA FEODORA LINTANG SENOAJI_14040122190061_BAB 1.pdf - Submitted Version Download (1MB)
	Text ALEXANDRA FEODORA LINTANG SENOAJI_14040122190061_BAB 2.pdf - Submitted Version Download (319kB)
	Text ALEXANDRA FEODORA LINTANG SENOAJI_14040122190061_BAB 3.pdf - Submitted Version Restricted to Repository staff only Download (2MB)
	Text ALEXANDRA FEODORA LINTANG SENOAJI_14040122190061_BAB 4.pdf - Submitted Version Restricted to Repository staff only Download (359kB)
	Text ALEXANDRA FEODORA LINTANG SENOAJI_14040122190061_BAB 5.pdf - Submitted Version Download (375kB)
	Text ALEXANDRA FEODORA LINTANG SENOAJI_14040122190061_DAFTAR PUSTAKA.pdf - Submitted Version Download (192kB)
	Text ALEXANDRA FEODORA LINTANG SENOAJI_14040122190061_LAMPIRAN.pdf - Submitted Version Restricted to Repository staff only Download (1MB)

Abstract

Etto Dessert is a Dessert Place in Semarang City that serves Japanese style
Dessert with also serving experiences in their store. Despite six months of opening
their store in Semarang, the awareness and brand messages that Etto Dessert wanted
to convey was not delivered well and the awareness remained low. As recorded per
May, Etto Dessert only have 335 followers on Instagram and there’s only around
400 products sold each month. To address this problem, this capstone project
implemented an Integrated Marketing Communication (IMC) strategy using five
tactics: content marketing, advertising, public relation, event activation, and sales
promotion. The objective of this project was to increase awareness and sales. This
campaign's name is ‘Finding Yuki’, highlighting the Etto Dessert characters, Aiko
and Yuki, through storytelling.
Content marketing, supported by Instagram advertising, proved most
effective in driving engagement. Meanwhile event activation and sales promotion
are the most effective when converting interest into actual sales. The brand message
was also strengthened with 4 key messages: Japanese inspired, togetherness,
premium, and youthful with the #TheEttoWay in this campaign. This project
successfully delivered the brand message that impacted the increase of awareness
as well as sales.
Keywords: Capstone Project, Integrated Marketing Communication, Etto Dessert,
Finding Yuki, Japanese, Togetherness, Premium, Youthful, Media Planner, Social
Media Officer
6 Ilmu Komunikasi 2026

Actions (login required)

View Item