| dc.description.abstract | Women often lack confidence in their body shape. Apart from the lack of
confidence, women’s bodies are also the target of humiliation and harassment,
such as body shaming, especially on social media. With these problems,
various organizations and business enterprises have sprung up. One of them
is Nipplets, an online shop that sells lingerie. Nipplets has launched a “Real
People Real Body” (RPRB) campaign to involve their customers as models to
represent lingerie products. The problem formulation in this study is how to
analyze the content of the RPRB campaign on the @nipplets_official Instagram
account. This study aims to determine the role of the RPRB campaign in
Nipplets content marketing using posts, hashtags #realpeoplerealbody, and
tags or mentions. The theoretical foundations used in this study include
representation, campaign theory, and social media marketing. This study used
a descriptive approach within the textual analysis. The RPRB I campaign was
an initiative to spread awareness of body positivity. The RPRB II campaign
was considered successful in symbolizing the muse. In contrast, the RPRB III
campaign was a continuation of the campaign using relevant tags consistently
and in line with images and captions. The RPRB campaign trilogy by Nipplets
has completed the interaction, which can be marked by customers wearing
Nipplets lingerie products. The RPRB I, II, and III involvement support the
marketing of Nipplets lingerie to answer the phenomenon of humiliating
women’s bodies in Indonesia. | en_US |
