| dc.contributor.author | Setiawan, Christopher Kevin | |
| dc.date.accessioned | 2021-12-14T04:03:44Z | |
| dc.date.available | 2021-12-14T04:03:44Z | |
| dc.date.issued | 2020 | |
| dc.identifier.uri | http://dspace.uc.ac.id/handle/123456789/3915 | |
| dc.description | This design plan was put into fruition to serve as a solution to the problems faced by the webtoon series 'Tall, Fair, and Peculiar' shortly after its release on the LINE WEBTOON KANVAS platform. 'Tall, Fair, and Peculiar' is a slice of life and comedy genre webtoon series that elaborates on the daily life of teenage Oswald, the main character who suffers from OCD. This series is intended for teens and young adults who suffer from OCD as a representation for the OCD community in Indonesia, and is expected to assist in carrying out socialization and education in the country in order to remove malicious stigma surrounding the mental condition. The series experiences hurdles in the form of readers' lack of awareness of the webtoon's recent existence. To alleviate this obstacle, a promotional strategy is to be realised through the implementation of a brand campaign with the concept of "Everyone is unique" on the social media Instagram, with the hopes of improving brand communication by the utilization of the virtual influencer niche. To further enrich this design, secondary data from literature analysis sourced from books, journals and internet articles related to customer engagement, market demand, brand communication, social media marketing, and virtual influencers needs to be implemented. However, after gaining validation through design trials done with three expert users, three extreme users, and a survey distribution to 100 target market respondents, it can be inferred that various product and promotional media designs of the brand campaign require many revisions in order to escalate effectiveness in attracting new Instagram users. Based on said primary data collection results, the 'Tall, Fair, and Peculiar' brand needs to improve upon various product designs by prioritizing the storytelling aspect and coordinate the promotional media design so that the overall campaign looks attractive enough to receive positive recognition from the target audience. | en_US |
| dc.description.abstract | Perancangan ini bertujuan untuk menjawab permasalahan yang dihadapi oleh seri webtoon ‘Tall, Fair, and Peculiar’ setelah perilisannya pada platform LINE WEBTOON KANVAS. ‘Tall, Fair, and Peculiar’ merupakan sebuah seri webtoon bergenre slice of life dan komedi yang bercerita mengenai keseharian tokoh utama pengidap OCD bernama Oswald. Seri ini ditujukan bagi para pengidap OCD pada jangka usia remaja hingga dewasa muda agar dapat menjadi sebuah representasi bagi komunitas OCD di Indonesia dan diharapkan dapat membantu melaksanakan sosialisasi dan edukasi guna mengubah pandangan publik mengenai OCD. Seri webtoon TFP mengalami masalah dalam bentuk kurangnya awareness pembaca terhadap identitas brand webtoon yang masih baru. Guna memperbaiki masalah tersebut, maka diperlukanlah sebuah strategi promosi melalui dilaksanakannya sebuah brand campaign dengan konsep “semua orang memiliki keunikan masing masing” pada media sosial Instagram dengan niche virtual influencer untuk meningkatkan brand communication. Untuk mendukung perancangan tersebut, data sekunder dari analisa literatur bersumber buku, jurnal, dan artikel internet yang berhubungan dengan keterlibatan pelanggan, permintaan pasar, brand communication, pemasaran media sosial, dan virtual influencer perlu diimplementasikan. Namun setelah mengadakan validasi via uji coba desain kepada tiga expert user, tiga extreme user, dan penyebaran survey kepada 100 responden khalayak sasaran, diketahui bahwa desain produk dan media promosional dari brand campaign membutuhkan banyak revisi pada berbagai produk desain agar lebih efektif dalam menarik banyak pengguna Instagram baru. Berdasarkan hasil dari pengumpulan data primer tersebut, brand ‘Tall, Fair, and Peculiar’ perlu merevisi berbagai produk desain sehingga lebih memprioritaskan aspek storytelling dan menyelaraskan desain media promosional agar dapat lebih terlihat atraktif dan diterima oleh khalayak sasaran.
Kata kunci: | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra Surabaya | en_US |
| dc.subject | Obsessive Compulsive Disorder | en_US |
| dc.subject | Webtoon | en_US |
| dc.subject | Social Media Marketing | en_US |
| dc.subject | Virtual Influencer | en_US |
| dc.subject | Brand Campaign | en_US |
| dc.title | BRAND CAMPAIGN DESIGN FOR TALL, FAIR, AND PECULIAR AND ITS PROMOTIONAL MEDIA TO IMPROVE BRAND COMMUNICATION | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.nidn | 0731058303 | |
| dc.identifier.kodeprodi | 90241 | |
| dc.identifier.nim | 20317050 | |
| dc.identifier.dosenpembimbing | Marina Wardaya | |
