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International Review of Humanities Studies

International Review of Humanities Studies

Abstract

In today's hyper-competitive branding environment, marketing strategies are no longer solely focused on product promotion but have evolved into cultural practices that shape societal norms, values, and identities. This study explores how Pristine, a premium bottled mineral water brand, utilized brand activation through the #BergerakLebihBaik campaign to not only increase brand awareness but also construct a cultural narrative around health, wellness, and lifestyle among urban Indonesian consumers. Through a mixed-method qualitative approach including social media observation, in-depth interviews, and document analysis, this research demonstrates how the campaign functioned as a cultural artifact that mediated discourses of modern health, digital engagement, and consumer identity. The results show that the campaign achieved significant online and offline reach, indicating successful brand-culture integration.

Bahasa Abstract

Dalam lingkungan pencitraan merek yang sangat kompetitif saat ini, strategi pemasaran tidak lagi hanya berfokus pada promosi produk, tetapi telah berkembang menjadi praktik budaya yang membentuk norma, nilai, dan identitas masyarakat. Studi ini mengeksplorasi bagaimana Pristine, merek air mineral kemasan premium, memanfaatkan aktivasi merek melalui kampanye #BergerakLebihBaik untuk tidak hanya meningkatkan kesadaran merek tetapi juga membangun narasi budaya seputar kesehatan, kebugaran, dan gaya hidup di kalangan konsumen perkotaan Indonesia. Melalui pendekatan kualitatif metode campuran termasuk observasi media sosial, wawancara mendalam, dan analisis dokumen, penelitian ini menunjukkan bagaimana kampanye tersebut berfungsi sebagai artefak budaya yang memediasi wacana kesehatan modern, keterlibatan digital, dan identitas konsumen. Hasilnya menunjukkan bahwa kampanye tersebut mencapai jangkauan online dan offline yang signifikan, yang menunjukkan keberhasilan integrasi merek-budaya.

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Priyanka, Citha. (2024). Olrange Strategy Dept Onboarding Program [Slide Powerpoint], ALVA Olrange.

Creative Dept. (2024). Campaign Report: #BergerakLebihBaik [Slide Powerpoint], ALVA Olrange.

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ALVA Company Profile [Slide Powerpoint], ALVA Credentials.

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