Perancangan Konten Feeds Berbasis Portofolio Kampanye Klien untuk Meningkatkan Brand Awareness pada Akun Instagram @jarisnk

ABSTRACT
This final project was motivated by the suboptimal performance of the Instagram account @jarisnk as a corporate communication and promotional medium during the period from November 2025 to February 2026. In addition, Jaris & K's client campaign portfolio had not been optimally utilized as Instagram feed content, making it necessary to design content to improve brand awareness. This study aimed to design Instagram feed content based on client campaign portfolios to enhance the brand awareness of the Instagram account @jarisnk. The study employed the STP and AISAS models using a project based design method. Data were collected through observation, literature review, documentation study, and surveys. The content design process consisted of pre production, production, and post production stages. The results showed that the content design increased views by 55.2%, reach by 80.9%, and interaction by 229.4%. Based on these social media performance indicators, the content design was proven to improve the brand awareness of the Instagram account @jarisnk. The survey results also indicated that the brand awareness of the Instagram account @jarisnk had reached the brand recall level.
ABSTRAK
Penulisan tugas akhir ini dilatarbelakangi oleh performa akun Instagram @jarisnk pada periode November 2025 hingga Februari 2026 yang masih belum optimal sebagai media komunikasi dan promosi perusahaan. Selain itu, dokumentasi portofolio kampanye klien Jaris & K belum dimanfaatkan secara optimal sebagai materi konten feeds Instagram sehingga diperlukan perancangan konten untuk meningkatkan brand awareness. Penelitian ini bertujuan merancang konten feeds Instagram berbasis portofolio kampanye klien untuk meningkatkan brand awareness pada akun Instagram @jarisnk. Penelitian ini menggunakan model STP dan AISAS dengan metode perancangan (project-based). Teknik pengumpulan data meliputi observasi, studi pustaka, studi dokumentasi, dan survei. Proses perancangan dilakukan melalui tahapan pra produksi, produksi, dan pasca produksi. Hasil penelitian menunjukkan bahwa perancangan konten meningkatkan views sebesar 55,2%, reach sebesar 80,9%, dan interaction sebesar 229,4%. Berdasarkan indikator performa akun media sosial tersebut, perancangan konten terbukti meningkatkan brand awareness akun Instagram @jarisnk. Hasil survei juga menunjukkan bahwa brand awareness akun Instagram @jarisnk telah mencapai tingkatan brand recall.