Perancangan Copywriting Konten Tiktok @mahakaryapictures Berbasis Pendekatan Emotional Appeal untuk Membangun Awareness Film Pelangi di Mars

Promosi film melalui media sosial memerlukan copywriting yang mampu menarik perhatian audiens dan mendukung pembentukan awareness. Tugas akhir ini bertujuan menjelaskan proses perancangan copywriting pada konten promosi film Pelangi di Mars di media sosial TikTok dengan pendekatan emotional appeal. Proses perancangan meliputi brainstorming, pengecekan aset, penyusunan brief dan copywriting, persetujuan dan revisi, editing, upload/scheduling, serta reporting. Pendekatan emotional appeal diterapkan melalui Hope Appeal, Pride Appeal, Empathy Appeal, dan Enthusiasm Appeal. Evaluasi dilakukan menggunakan data TikTok Analytics berdasarkan awareness metrics berupa video views dan reached audience. Hasil menunjukkan bahwa konten promosi memperoleh 17.135.595 video views dan menjangkau 17.114.710 akun unik. Dengan demikian, perancangan copywriting dengan pendekatan emotional appeal berkontribusi dalam mendukung pembentukan awareness film Pelangi di Mars melalui media sosial TikTok.

Film promotion through social media requires effective copywriting to attract audience attention and support the development of awareness. This final project aims to describe the process of designing copywriting for the promotional content of Pelangi di Mars on TikTok by applying an emotional appeal approach. The process included brainstorming, asset checking, brief and copywriting preparation, review and revision, editing, upload/scheduling, and reporting. The emotional appeal approach was implemented through Hope Appeal, Pride Appeal, Empathy Appeal, and Enthusiasm Appeal. The results were evaluated using TikTok Analytics based on awareness metrics, namely video views and reached audience. The promotional content generated 17,135,595 video views and reached 17,114,710 unique accounts. Therefore, the designed copywriting with an emotional appeal approach contributed to supporting the development of awareness for the film Pelangi di Mars through TikTok.