Tri, Utami (2026) Designing Advertising For The Brand Positioning Of Skincare Augment On Instagram and Tiktok. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study discusses the design of an advertising strategy for Augment Skincare as an effort to increase brand awareness and strengthen brand positioning amidst competition from local skincare brands. Based on the identified problems, the Augment brand suffers from low recognition, product benefits that have not been optimally communicated, and sales that have not reached targets. Through questionnaires, interviews, and observations, it was found that Gen Z and Millennial consumers pay close attention to product ingredients, are attracted to anti-aging benefits, and are more responsive to short, educational and emotional video content. Therefore, a communication strategy was designed that emphasizes the USP of Salmon DNA through the message concept "Anti-aging, Skin Health Investment." This concept emphasizes that preventing premature aging is a long-term investment in skin quality and health. The media design uses a combination of short, educational videos for digital platforms and supporting media based on the consumer journey. Through a soft, fresh, and credible visual approach, along with persuasive and relevant language, this advertisement is expected to increase consumer appeal, build trust, and encourage purchasing interest in Augment Skincare. The results of this design serve as a reference for a more effective promotional strategy to increase the brand's presence and competitiveness in the local skincare market. Keywords: Skincare Augment, Advertising, Brand Awareness, Brand Positioning, Salmon DNA, Anti-aging
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | N Fine Arts > N Visual arts N Fine Arts > N Visual arts > N8600-8675 Economics of art N Fine Arts > NE Print media T Technology > TR Photography |
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| Divisions: | Faculty of Architecture and Design > Departement of Visual Communication Design | ||||||||||||
| Depositing User: | Tri Utami | ||||||||||||
| Date Deposited: | 02 Jun 2026 07:18 | ||||||||||||
| Last Modified: | 02 Jun 2026 07:18 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/53285 |
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