#AGELESSIVITY Brand Activation Plan on Improving Ageless Galaxy’s Awareness among Gen Z in Jakarta
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Institusion
INSTITUT KOMUNIKASI DAN BISNIS LSPR
Author
Hutagaol, Elijah Maleachi
Sandy, Intan Natalia
Febriana, Petra Arvella
Sandy, Intan Natalia
Febriana, Petra Arvella
Subject
HT Communities. Classes. Races
Datestamp
2024-02-19 07:08:40
Abstract :
The fashion industry in Indonesia has played a significant role in contributing to the national GDP. Recently, there has been a notable increase in fashion product consumption patterns among the Generation Z. However, a local brand called Ageless Galaxy, faces the challenge of having a predominantly demographic audience aged 25-34, which has resulted in slower development and lack of engagement compared to other local brands in Jakarta. Therefore, a brand activation campaign named ?#AGELESSIVITY? has been crafted by utilising relevant theories and incorporating the 12 steps of strategic planning and managing Public Relations campaigns, as proposed by Anne Gregory. A campaign concept plan has been thoroughly prepared that aims to raise awareness of Ageless Galaxy to Generation Z in Jakarta. This comprehensive campaign will leverage various strategies and tactics including social media promotion, socialisation to university students, exhibition, masterclass, fashion show and competition that are expected to bring a positive impact in increasing the awareness of Generation Z in Jakarta towards Ageless Galaxy. Keywords: Generation Z, Ageless Galaxy, Public Relations, Public Relations Campaign, Brand Activation Plan, 12 steps of PR Planning, Awareness
The fashion industry in Indonesia has played a significant role in contributing to the national GDP. Recently, there has been a notable increase in fashion product consumption patterns among the Generation Z. However, a local brand called Ageless Galaxy, faces the challenge of having a predominantly demographic audience aged 25-34, which has resulted in slower development and lack of engagement compared to other local brands in Jakarta. Therefore, a brand activation campaign named ?#AGELESSIVITY? has been crafted by utilising relevant theories and incorporating the 12 steps of strategic planning and managing Public Relations campaigns, as proposed by Anne Gregory. A campaign concept plan has been thoroughly prepared that aims to raise awareness of Ageless Galaxy to Generation Z in Jakarta. This comprehensive campaign will leverage various strategies and tactics including social media promotion, socialisation to university students, exhibition, masterclass, fashion show and competition that are expected to bring a positive impact in increasing the awareness of Generation Z in Jakarta towards Ageless Galaxy. Keywords: Generation Z, Ageless Galaxy, Public Relations, Public Relations Campaign, Brand Activation Plan, 12 steps of PR Planning, Awareness
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