Yogyakarta, September 25th 2021—The student semi-autonomous unit that dabbles in Advertising and Public Relation, Communication Studies, Fisipol, UGM which are DeADline (@deadline.ugm) and PRemiere (@premiere.ugm) held a Webinar titled “Brand Campaign: Creating Social Impact and Shared Values”.The event was a collaboration with Life at FMCG (@lifeatfmcg) by inviting a speaker which is Riescha Puri Gayatri, the Marketing Director at Global FMCG Company who is now working for the Fonterra brands. The event started with an opening followed by an introduction session about platform life at FMCG, talk show, games, and then closed with a photo session. The talk show was moderated by Syaifa Tania, M.A., as a lecturer of the Communication Studies Fisipol UGM.
In the start of her talk, Riescha said that the importance of a brand is to offer image, stories, promises, and relations to the consumers. Riescha also said that branding is done in order to increase the product’s value perception that can affect how consumers will value the use of a product that is being offered. This is also supported by the finding that 95% decision making made by buyers are based on emotional reasons. In other words, people usually prioritize emotional fulfilment (when they feel happy when they buy the product) over rational thinking.
Several strategies are used in developing and elevating a brand, one of them is through brand campaigns. Riescha said that there are at least three components that one must pay attention to in a brand campaign. First, there is the brand heart which includes several components, starting from the goal, vision, mission, and values of the brand. Next, there is the brand messaging that includes the personality, tone of voice, tagline, value prop, and messaging that the brands want to convey to the consumer. Finally, there is the visual identity which is the most important asset of a brand and consists of the logo visualization, typography, color, imagery, and other additional elements that are proportional to each other.
Riescha also advised the viewer to see the underlying insights in a brand. For her, an important insight is when consumers can feel what is being conveyed and also have an emotional reaction towards the brand. The creation of insight is imperative in creating the business objective and business communication of the brand. Riescha also shared some tips on how to invite consumers to be interested in advocating the product that we are selling, which is by making sure that the quality of the brand can fulfill consumer’s expectations and feelings. Let’s not also forget that we can also lure consumers by giving away free products or doing a giveaway that can uptick the brand’s sale.