Main Article Content
Abstract
Nowadays, product marketing is now turning to digital media with the development of technology. TikTok is an application that is currently being used by Indonesian Indonesian brands to market their products (Kantar, 2020). One local brand that uses TikTok as its product marketing is Scarlett Whitening. Working with influencers to package ads with six elements, according to (Rossiter and Percy in Bloom and Boone, 2006) to increase brand awareness on TikTok. Based on this background, researchers are interested in conducting research with a focus on how to package Scarlett Whitening macro influencer advertisements on TikTok to build brand awareness. Research with the qualitative descriptive method using constructivist paradigm. The results of this study are the elements of heard words (scented and brightening), Seen words (Glutathione and Niacinamide), picture (products that are always displayed), Movement (movements using products that are always displayed). However, it was found in this study that the elements of music and color are only supporting elements in introducing products from Scarlett Whitening which remain in the endorsement, but because they do not have a characteristic color or musical jingle so they are not effective in introducing the product. Of the four elements of effective advertising packaging, this advertising packaging is at the brand awareness level in the brand recall stage. Because advertising packaging made by macro influencers is Scarlett Whitening's strategy in reminding consumers of their products.
Article Details
Copyright (c) 2022 ima maisyatul mardiyah mardiyah, Sheila Lestari Giza Pudrianisa
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
