Dewi, Visakha Ratna and Winduwati, Septia Kampanye Tubuh Positif Perempuan “Real People Real Body” oleh @Nipplets_official. Kampanye Tubuh Positif Perempuan “Real People Real Body” oleh @Nipplets_official.

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Abstract

The general public is introduced to an image of woman’s body that is slender, tall with a
spotless sleek skin through fashion, advertisement and motion pictures which later become a
standard of an ideal body. One of many options to straighten out this social issue is through
the agency of a public relation activity known as Public Relation (PR) Campaign. Therefore,
Nipplets, an online based lingerie company is fascinated to held a campaign about positive
body via one of the most popular social media, Instagram. The purpose of this research is to
gain extensive insight knowledges regarding the campaign itself, from the search stage all the
way to the evaluation. The theoretical basis of this research are as follow; Communication,
Persuasive communication, Social Media, ‘PR’ Campaign, Body Image and Cyber PR. This
research uses a descriptive qualitative approach with a case study method. Based on the
research outcome, it is believed that the lack of lingerie vendor who provide plus size lingerie
in Indonesia and body insecurities have been the major motivations for @nipplets_official to
carry out the Positive Body Campaign. The planning was involving numerous parties,
including the production team, model, influencer and psychologist in order to deliver points
of this campaign. The campaign is delivered through Instagram for approximately one month
with Video marketing, Instagram Story and Photos which attired with words of wisdom as part
of the strategy. The evaluation shows that the information is successfully delivered and can be
utilized to complement the next campaign.

Item Type: Article
Subjects: Penelitian > Fakultas Ilmu Komunikasi
Divisions: Fakultas Ilmu Komunikasi > Ilmu Komunikasi
Depositing User: Puskom untar untar
Date Deposited: 04 Jan 2021 14:32
Last Modified: 04 Jan 2021 14:32
URI: https://repotest.untar.ac.id/id/eprint/14241

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