TRIARDYA, FATWA (2025) MEDIA PLANNING OTOPODS MELALUI INSTAGRAM UNTUK MEMBANGUN BRAND AWARENESS. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Otopods, a leading provider of charging station products for electric vehicles, is committed to supporting sustainability policies and fostering a pollution-free environment in Indonesia through widespread deployment of EV charging stations. To enhance brand awareness and value among our target audience, it is crucial to adapt our marketing strategies with meticulous media planning that aligns with today's digital landscape. This involves identifying optimal media channels and understanding audience demographics specific to Otopods. In this practical final project, the focus is on designing a digital media plan for Instagram, tailored with content that resonates with the platform's user base. The author aims to leverage Instagram's unique characteristics to maximize engagement and visibility. The success of our Instagram media planning for Otopods, aimed at boosting brand awareness, is measured through insights available on our professional dashboard. Throughout the project, 12 posts have been strategically scheduled in both feeds and stories. Notably, the post titled "Fakta Unik EV" garnered the highest engagement rate of 17.2%. Additionally, our analysis indicates that scheduling posts after 4 pm yields the lowest engagement, underscoring the importance of timing in our content strategy. Keywords: Media Planning, Instagram, Otopods, Brand Awareness, Scheduling Sebagai salah satu brand yang menyediakan produk charging station bagi para pengguna kendaraan listrik, Otopods hadir dalam mendukung kebijakan sustainability dan menciptakan lingkungan yang bebas polusi dengan membangun stasiun pengisian bahan bakar untuk electric vehicle di seluruh Indonesia. Dalam meningkatkan brand awareness dan value brand terhadap target audience, diperlukan adaptasi pemasaran dengan media planning yang mengidentifikasikan media dan karakteristik audience yang tepat bagi Otopods pada era digital saat ini. Dalam tugas akhir aplikatif ini juga penulis akan merancang media planning secara digital melalui Instagram dengan content planning yang disesuaikan berdasarkan pada karakter media yang dipakai. Hasil dari perancangan media planning Instagram Otopods untuk membangun brand awareness dapat dilihat dari hasil insight pada menu professional dashboard. Selama project berjalan, telah terposting 12 konten yang disusun dalam feed dan story. Hasil tertinggi terdapat pada konten “Fakta unik EV” dengan 17,2% engagement rate dan penjadwalan pada waktu di atas 4 sore adalah waktu terburuk untuk memposting. Kata Kunci : Perencanaan Media, Instagram, Otopods, Kesadaran Merek, Penjadwalan
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