Analysis Of Brand Activation Strategies In Achieving Brand Awareness In The Vincent and Desta Tour 2023 Broadcast

Veronika Ita Karina Tarigan; Yohanes Maria Restu Dian  Raharjo; Ayoedia Gita  Citrayomie; Rizki Ayu  Budipratiwi; Kenneth Augusta  Yanuar

Veronika Ita Karina Tarigan Bunda Mulia University
Yohanes Maria Restu Dian Raharjo Bunda Mulia University
Ayoedia Gita Citrayomie Tempo Polytechnic
Rizki Ayu Budipratiwi Bunda Mulia University
Kenneth Augusta Yanuar Tempo Polytechnic

Keywords: Brand Activation, Brand Awareness, Integrated Marketing Communication, Digital Marketing, YouTube, VINDES

Abstract

This study aims to investigate the role of brand activation strategies in fostering brand awareness within digital media landscapes, focusing on the YouTube broadcast 'Vincent and Desta Tour 2023.' Employing a descriptive qualitative research approach, this study integrates the theoretical framework of Integrated Marketing Communication (IMC) to analyze how video podcast content impacts brand recognition and audience engagement. Data collection methods include structured interviews, content analysis of the broadcast, and audience interaction metrics. The findings reveal that the IMC strategies utilized by VINDES significantly contribute to brand awareness through multi-platform synergy, influencer endorsement, and interactive digital marketing techniques. This research underscores the effectiveness of digital branding strategies in modern consumer engagement and provides insights into optimizing online marketing efforts