Penerapan Media Planning dalam Pengelolaan Konten Key Opinion Leader pada Kampanye Digital untuk Memperkuat Brand Positioning Sarimi Isi 2

ABSTRACK
This study analyzes the application of media planning in managing KOL content for the Sarimi Isi 2 always on (AON) digital campaign during the Q4 2025 and Q1 2026 periods at i-dac Indonesia, starting from the research stage through to evaluation. The theories used include digital marketing, digital campaigns, media planning, and Key Opinion Leader. Data were collected through participatory observation, literature review, and documentation during the internship as a Media Planner Intern. The results show that media planning was applied throughout the entire process of managing KOL content, from KOL selection to post-publication evaluation, thereby improving content compliance with guidelines, reducing the intensity of revisions in Q1 2026 compared to Q4 2025, and producing more optimal content performance based on reach, views, likes, comments, and engagement rate metrics. This study concludes that a selective and structured application of media planning effectively supports the brand positioning uplift of Sarimi Isi 2 toward a broader audience segment.
Keywords: media planning, Key Opinion Leader, digital campaign, brand positioning, Sarimi Isi 2

ABSTRAK
Penelitian ini menganalisis penerapan media planning dalam pengelolaan konten KOL pada kampanye digital always on (AON) Sarimi Isi 2 periode Q4 2025 dan Q1 2026 di i-dac Indonesia, mulai dari tahap riset hingga evaluasi. Teori yang digunakan meliputi pemasaran digital, kampanye digital, media planning, dan Key Opinion Leader. Data dikumpulkan melalui observasi partisipatif, studi pustaka, dan dokumentasi selama magang sebagai Media Planner Intern. Hasil penelitian menunjukkan media planning telah diterapkan pada seluruh tahapan pengelolaan konten KOL, mulai dari seleksi KOL hingga evaluasi pascapublikasi, sehingga meningkatkan kesesuaian konten terhadap guideline, mengurangi intensitas revisi pada Q1 2026 dibandingkan Q4 2025, serta menghasilkan performa konten yang lebih optimal berdasarkan metrik reach, views, likes, comments, dan engagement rate. Penelitian ini menyimpulkan bahwa penerapan media planning yang selektif dan terstruktur efektif mendukung brand positioning uplift Sarimi Isi 2 menuju segmen audiens yang lebih luas.
Kata kunci: media planning, Key Opinion Leader, kampanye digital, brand positioning, Sarimi Isi 2