PERANCANGAN KONTEN NO DROP JINGLE COMPETITION 2026 BERBASIS AISAS UNTUK MENINGKATKAN ENGAGEMENT PADA INSTAGRAM @nodropindonesia

Instagram merupakan salah satu media sosial yang dimanfaatkan perusahaan untuk membangun komunikasi serta meningkatkan Engagement dengan audiens. Namun, akun Instagram @nodropindonesia mengalami penurunan Engagement akibat dominasi konten informatif satu arah, konten user-generated content (UGC) yang kurang dikurasi, serta caption yang belum mampu mendorong interaksi audiens. Berdasarkan kondisi tersebut, tugas akhir ini berfokus pada perancangan konten kampanye No Drop Jingle Competition 2026 sebagai upaya meningkatkan Engagement akun Instagram @nodropindonesia. Perancangan kampanye mengacu pada konsep komunikasi pemasaran, digital marketing, Instagram sebagai media promosi, konten media sosial, Engagement, analisis SWOT, STP (Segmentation, Targeting, Positioning), serta model AISAS (Attention, Interest, Search, Action, Share) sebagai landasan dalam menyusun konsep kampanye. Langkah kerja yang dilakukan meliputi identifikasi permasalahan, analisis SWOT dan STP, penyusunan konsep kampanye, perancangan konten, produksi konten, publikasi, serta evaluasi menggunakan data Instagram Insights dan data submission Google Form. Hasil pelaksanaan menunjukkan bahwa kampanye No Drop Jingle Competition 2026 mampu meningkatkan Engagement akun Instagram @nodropindonesia yang ditunjukkan melalui peningkatan views, likes, comments, shares, saves, serta nilai Engagement Rate selama periode kampanye berlangsung.

Instagram is one of the most widely used social media platforms for companies to build communication and increase audience engagement. However, the @nodropindonesia Instagram account experienced a decline in engagement due to one-way informational content, poorly curated user-generated content (UGC), and captions that did not effectively encourage audience interaction. Therefore, this final project focuses on designing the No Drop Jingle Competition 2026 campaign content to improve the engagement of the @nodropindonesia Instagram account. The campaign design was developed based on the concepts of marketing communication, digital marketing, Instagram as a promotional medium, social media content, engagement, SWOT analysis, STP (Segmentation, Targeting, Positioning), and the AISAS (Attention, Interest, Search, Action, Share) model as the conceptual framework. The work process included problem identification, SWOT and STP analysis, campaign concept development, content planning, content production, publication, and evaluation using Instagram Insights and Google Form submission data. The implementation results indicate that the No Drop Jingle Competition 2026 campaign successfully improved the engagement of the @nodropindonesia Instagram account, as reflected in the increase in views, likes, comments, shares, saves, and Engagement Rate throughout the campaign period.