Designing an AISAS-Based Social Media Advertising Strategy for Maducil to Strengthen Brand Awareness
DOI:
https://doi.org/10.22441/marcommers.v15i1.3087Keywords:
AISAS, Brand Awareness, Digital Marketing Communication, Health Supplement, Social Media AdvertisingAbstract
Maducil is a honey-based health supplement produced by PT Mahkota Dewa Indonesia (MDI). The managerial problem underlying this applied study was the company’s perception that Maducil had limited market awareness and relied on a relatively narrow promotional footprint, while its promotional budget was constrained. This study aims to develop an evidence-informed social media advertising strategy for Maducil by integrating segmentation, targeting and positioning (STP), SWOT analysis, unique selling proposition (USP), and the Attention–Interest–Search–Action–Share (AISAS) consumer-journey model. A qualitative descriptive and applied-design approach was used. The design drew on company interviews and product information, observation of existing promotional activities, benchmarking of three competing honey/herbal brands, and a review of relevant marketing communication and advertising regulations. The resulting strategy identifies parents aged approximately 25–35 years with children in the growth stage as the primary buyer audience, positions Maducil around its differentiated product composition and strawberry flavour, and translates the campaign idea “Si Kecil Sehat, Kebahagiaan Ayah Bunda” into educational, product-information, interactive, testimonial/credibility, and community-oriented content. The revised design operationalises AISAS through measurable indicators: reach and impressions for Attention; engagement rate and saves for Interest; profile visits and information-link clicks for Search; enquiries and purchase-oriented clicks for Action; and shares, mentions and user-generated content for Share. Brand awareness is treated separately and should be evaluated through aided recognition and unaided recall before and after implementation. Accordingly, this article reports a strategic communication design rather than evidence of campaign effectiveness.
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