“PERAN SOCIAL MEDIA MARKETING UNTUK MENINGKATKAN BRAND AWARENESS PADA UKM PORTRA SELF PHOTO STUDIO DI JAKARTA”

Abstrak

Portra Self Photo Studio is a photography studio located in the Tebet area, Jakarta which was once a pioneer of the self-photo studio business trend but is currently facing challenges due to tight business competition and lagging digital visibility. This project was designed with the aim of (1) increasing brand awareness of Portra Self Photo Studio through optimizing content marketing on social media, especially the Instagram and TikTok platforms, (2) launching a paid advertising campaign and collaborating with Key Opinion Leaders (KOL) to reach the desired audience. more broadly, and (3) create a rebranding plan to renew brand identity. To achieve this goal, this project lasted for two months. The results include improvements in certain metrics on social media such as engagement rate, follower growth, account reached, and click-through rate. Portra Self Photo Studio is known as a comfortable studio with complete facilities to support a pleasant photography experience.

Portra Self Photo Studio merupakan sebuah studio fotografi yang terletak di daerah Tebet, Jakarta yang sempat menjadi pionir trend bisnis self-photo studio namun saat ini sedang menghadapi tantangan dikarenakan persaingan bisnis yang ketat dan ketertinggalan visibilitas secara digital. Proyek ini dirancang dengan tujuan (1) meningkatkan brand awareness Portra Self Photo Studio melalui optimalisasi content marketing di media sosial khususnya platform Instagram dan TikTok, (2) meluncurkan kampanye iklan berbayar dan kerja sama dengan paraKey Opinion Leader (KOL) untuk menjangkau audiens yang lebih luas, dan (3) membuat rancangan rebranding untuk pembaharuan identitas merek. Untuk mencapai tujuan tersebut, proyek ini berlangsung selama dua bulan. Hasilnya mencakup peningkatan pada matriks tertentu di media sosial seperti engagement rate, growth followers, account reached, dan click-through rate. Portra Self Photo Studio dikenal sebagai studio yang nyaman dengan fasilitas lengkap untuk menunjang pengalaman fotografi yang menyenangkan.