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Abstract

Currently, social media has become a communication tool that exists in almost every aspect of life. Social Media marketing has become a form of marketing that is very relevant with advances in social web technology. A Social Media Specialist has an important role in increasing the existence of a TikTok account to expand the brand awareness. The focus of this thesis is to highlight the role of Social Media Specialists in developing TikTok Adlab UI brand awareness, outline the message to form Adlab brand awareness, and describe the content strategy implemented. The methodology used in this writing includes observation and interviews as primary methods and literature study as secondary methods. Adlab UI, is an advertising agency based on collaboration between practitioners and academics from the Creative Advertising Study Program, Vocational Education Program, Universitas Indonesia. As a Social Media Specialist at Adlab, the main duties include content planning, ideation, production and regular evaluation of TikTok content. This role also includes developing TikTok content plans, ideation, production, and reporting on TikTok Adlab's social media progress. In order to expand the brand awareness, the Social Media Specialist is also responsible for content management and content pillars. During the period April to May 2024, the Social Media Specialist has posted 10 contents whilst implementing a new strategy by introducing the hashtag #LifeatAdlab to strengthen Adlab's brand awareness. The content strategy that Adlab has implemented has proven effective in expanding brand awareness, as well as making a significant contribution to the overall growth of Adlab's TikTok account.

Bahasa Abstract

Pemasaran melalui media sosial telah menjadi salah satu bentuk pemasaran yang sangat relevan dengan kemajuan teknologi jejaring sosial. Metodologi yang digunakan dalam penulisan ini meliputi observasi dan wawancara sebagai metode utama serta studi pustaka sebagai metode sekunder. Adlab UI, merupakan biro iklan yang berbasis pada kolaborasi antara praktisi dan akademisi dari Program Studi Periklanan Kreatif, Program Pendidikan Vokasi, Universitas Indonesia. Sebagai Social Media Specialist di Adlab, tugas utamanya meliputi perencanaan konten, ide, produksi, dan evaluasi berkala konten TikTok. Peran ini juga meliputi pengembangan rencana konten TikTok, ide, produksi, dan pelaporan perkembangan media sosial TikTok Adlab. Untuk memperluas brand awareness, Social Media Specialist juga bertanggung jawab atas manajemen konten dan pilar konten. Selama periode April hingga Mei 2024, Social Media Specialist telah mengunggah 10 konten sekaligus menerapkan strategi baru dengan memperkenalkan tagar #LifeatAdlab untuk memperkuat brand awareness Adlab. Strategi konten yang diterapkan Adlab terbukti efektif dalam memperluas brand awareness, sekaligus memberikan kontribusi signifikan terhadap pertumbuhan akun TikTok Adlab secara keseluruhan.

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