Figure 2. The TVC of bridesmaid special package on YouTube and Instagram. (Source: Ridjana 2020)
RH brand. Thus, the several advertisings are placed on Instagram, flyers are put in beauty salons
(MUA or Brides), Muslim salons, and Muslim fashion bazaars based on the target audience’s
interest in fashion. Also, the poster is set on digital signage in the mall lobby based on the results
of an analysis of activities that are often carried out by the target audience.
Interest (I) is the stage to persuade the target audience to know more about the RH brand and
to interact and follow information about the brand. By using media that can provide detailed
information in the form of visual products with quality graphics, the placement is still similar as
in the attention stage. Next, the Search (S) directs the target audience to explore the brand through
digital media, which consumers can access by clicking links and scanning barcodes.
When it comes to Action (A) step, the brand will communicate a personal emotional impact
on the target audience to tie consumer awareness in recognizing brands, by broadcasting a TVC
video placed on YouTube and Instagram TV (IGTV). Finally, Share (S) disseminates RH brand
information in the form of word-of-mouth, buzzer, or influencer who were exposed to information
by publishing their experiences with brands using social media.
3.4 Design result
This design prioritizes “Bridesmaid Special Package” packaging as an innovation to increase the
awareness of the target audience in recognizing brands. Packaging can communicate products
consistently, effectively in conveying messages and being brand reminders (Moriarty et al. 2008).
Not only does this protect the product, but the packaging also provides differentiation between
competitors and convincing the target audience to purchase the product (Rahman & Triadi 2019).
The design gift is a membership card as a “surprise” after purchasing a product with special
packaging as a strong brand element in creating consumer appeal, where this membership will
later provide privileges such as getting discounts, following the activities carried out by the brand
in the next promotion, and priority queues in purchases (Kurnia & Stanley 2013). In this case, the
member card is also a benchmark media that has an impact on increasing the number of consumers.
The end of the TVC offers this membership card as a form of reward for purchasing products.
The essence of the message is a cohesiveness to “friendship does not mean having to stay together,
but it can also be with the nature of mutual understanding with each other”. It is similar to the
RH brand where one of its advantages is that it provides consultations on the selection of models,
colors, and sizes according to the character of the self-visualized. A storytelling video uses the
reality of life as a story that can arouse the emotions of the target audience to cause affection for
the brand (Collins 2014).
Since meaningful advertising tends to be more effective in the long term (Haswati 2018), the
target audience will get certain prizes after purchasing a “Bridesmaid Special Package” product
and sharing experiences with the RH brand. The purpose of using merchandise in visual design
29
RH brand. Thus, the several advertisings are placed on Instagram, flyers are put in beauty salons
(MUA or Brides), Muslim salons, and Muslim fashion bazaars based on the target audience’s
interest in fashion. Also, the poster is set on digital signage in the mall lobby based on the results
of an analysis of activities that are often carried out by the target audience.
Interest (I) is the stage to persuade the target audience to know more about the RH brand and
to interact and follow information about the brand. By using media that can provide detailed
information in the form of visual products with quality graphics, the placement is still similar as
in the attention stage. Next, the Search (S) directs the target audience to explore the brand through
digital media, which consumers can access by clicking links and scanning barcodes.
When it comes to Action (A) step, the brand will communicate a personal emotional impact
on the target audience to tie consumer awareness in recognizing brands, by broadcasting a TVC
video placed on YouTube and Instagram TV (IGTV). Finally, Share (S) disseminates RH brand
information in the form of word-of-mouth, buzzer, or influencer who were exposed to information
by publishing their experiences with brands using social media.
3.4 Design result
This design prioritizes “Bridesmaid Special Package” packaging as an innovation to increase the
awareness of the target audience in recognizing brands. Packaging can communicate products
consistently, effectively in conveying messages and being brand reminders (Moriarty et al. 2008).
Not only does this protect the product, but the packaging also provides differentiation between
competitors and convincing the target audience to purchase the product (Rahman & Triadi 2019).
The design gift is a membership card as a “surprise” after purchasing a product with special
packaging as a strong brand element in creating consumer appeal, where this membership will
later provide privileges such as getting discounts, following the activities carried out by the brand
in the next promotion, and priority queues in purchases (Kurnia & Stanley 2013). In this case, the
member card is also a benchmark media that has an impact on increasing the number of consumers.
The end of the TVC offers this membership card as a form of reward for purchasing products.
The essence of the message is a cohesiveness to “friendship does not mean having to stay together,
but it can also be with the nature of mutual understanding with each other”. It is similar to the
RH brand where one of its advantages is that it provides consultations on the selection of models,
colors, and sizes according to the character of the self-visualized. A storytelling video uses the
reality of life as a story that can arouse the emotions of the target audience to cause affection for
the brand (Collins 2014).
Since meaningful advertising tends to be more effective in the long term (Haswati 2018), the
target audience will get certain prizes after purchasing a “Bridesmaid Special Package” product
and sharing experiences with the RH brand. The purpose of using merchandise in visual design
29