PENGELOLAAN CAMPAIGN “CREATE YOUR OWN BEAUTY PRIVILEGE” BERBASIS USER GENERATED CONTENT (UGC) UNTUK MENINGKATKAN BRAND AWARENESS

ABSTRACT

As digital technology continues to evolve, User Generated Content (UGC) has become an effective strategy for increasing brand awareness through authentic and audience-relevant content. This final project discusses the role of the Account Executive at PT Flux Asia Solusindo in managing the "Create Your Own Beauty Privilege" campaign for ZAP Premiere on the TikTok platform using the SOSTAC analytical framework. The Account Executive was responsible for managing client communication, coordinating the internal team, organizing the campaign timeline, and monitoring the campaign implementation. The campaign successfully exceeded its target of 5,000,000 views, achieving 6,336,770 views, or 126.74% of the target. Furthermore, the performance of ZAP Premiere's TikTok account increased by 77.76%, with an additional 2,184,660 views after the campaign, as total views rose from 2,809,430 before the campaign to 4,994,090 after its implementation. These findings indicate that the Account Executive played a significant role in ensuring the campaign was executed effectively and contributed to enhancing ZAP Premiere's brand awareness.
Keywords: Account Executive (AE), User Generated Content (UGC), SOSTAC, Brand Awareness, TikTok.

ABSTRAK

Di era digital saat ini, User Generated Content (UGC) menjadi strategi yang efektif untuk meningkatkan brand awareness melalui konten yang autentik dan relevan bagi audiens. Tugas akhir ini membahas peran Account Executive di PT Flux Asia Solusindo dalam mengelola campaign "Create Your Own Beauty Privilege" untuk ZAP Premiere melalui platform TikTok dengan menggunakan kerangka analisis SOSTAC. Account Executive bertanggung jawab dalam mengelola komunikasi dengan klien, mengoordinasikan tim internal, mengatur timeline campaign, serta memantau pelaksanaan campaign. Campaign ini berhasil melampaui target sebesar 5.000.000 views dengan pencapaian 6.336.770 views atau 126,74% dari target. Selain itu, performa akun TikTok ZAP Premiere meningkat sebesar 77,76% atau 2.184.660 views setelah campaign dilaksanakan, dengan total views meningkat dari 2.809.430 views menjadi 4.994.090 views. Hasil tersebut menunjukkan bahwa peran Account Executive berkontribusi penting dalam memastikan pelaksanaan campaign berjalan efektif serta mendukung peningkatan brand awareness.
Kata Kunci: Account Executive (AE), User Generated Content (UGC), SOSTAC, Brand Awareness, TikTok.