PERENCANAAN KONTEN CAMPAIGN #SLOWLIVING BERBASIS AISAS UNTUK MENINGKATKAN BRAND AWARENESS PADA AKUN INSTAGRAM FLOS AURUM

Media sosial, khususnya Instagram, menjadi salah satu media yang efektif untuk
meningkatkan brand awareness. Penelitian ini bertujuan merancang konten
campaign #SlowLiving berbasis AISAS pada akun Instagram Flos Aurum sebagai
upaya meningkatkan brand awareness. Perancangan campaign disusun
berdasarkan hasil observasi terhadap akun Instagram Flos Aurum, studi pustaka,
serta analisis Segmentation, Targeting, dan Positioning (STP). Campaign
mengusung big idea "Take a Moment, Care for Yourself" yang diwujudkan
melalui tiga content pillar, yaitu promosi, edukasi, dan testimoni. Strategi konten
diterapkan melalui Instagram Feed, Reels, Stories, dan Instagram Live, serta
didukung dengan kolaborasi bersama komunitas yoga. Model AISAS (Attention,
Interest, Search, Action, Share) digunakan sebagai dasar penyusunan strategi
konten agar komunikasi berjalan secara terarah dan konsisten. Evaluasi campaign
dilakukan melalui Instagram Insight, kuesioner, dan wawancara. Hasil penelitian
menunjukkan bahwa campaign #SlowLiving mampu mendukung peningkatan
brand awareness pada akun Instagram Flos Aurum melalui konten yang
konsisten, informatif, dan sesuai dengan karakteristik target audiens.

Social media, especially Instagram, has become an effective platform for
increasing brand awareness. This study aims to design an AISAS-based
#SlowLiving content campaign for the Instagram account of Flos Aurum to
improve brand awareness. The campaign was developed based on observations of
Flos Aurum's Instagram account, a literature review, and a Segmentation,
Targeting, and Positioning (STP) analysis. The campaign adopts the "Take a
Moment, Care for Yourself" big idea, which is implemented through three content
pillars: promotion, education, and testimonials. The content strategy is delivered
through Instagram Feed, Reels, Stories, and Instagram Live, supported by
collaboration with a yoga community. The AISAS (Attention, Interest, Search,
Action, Share) model serves as the foundation for developing a structured and
consistent content strategy. The campaign was evaluated using Instagram Insight,
questionnaires, and interviews. The results indicate that the #SlowLiving
campaign contributes positively to increasing brand awareness on Flos Aurum's
Instagram account through consistent, informative, and audience-oriented
content.