ISLAMIC BRANDING AND SOCIAL MEDIA: AISAS MODEL AS A MARKETING STRATEGY FOR WARDAH BEAUTY IN RAMADAN CAMPAIGN

Choirunnisa Rezky Ramadhani, Ira Wirasari

Abstract


Ramadan is a strategic moment for companies to promote products through special campaigns. One example is the “Teruskan Langkah Baikmu” campaign by Wardah Beauty during Ramadan 2024. This study explores the application of the AISAS (Attention, Interest, Search, Action, Share) marketing communication model in the context of Islamic Branding in the campaign. This study uses a qualitative approach with data collection through observations of Wardah Beauty’s official social media and related literature research. Brand awareness analysis refers to Keller’s Brand Awareness theory. The study results show that this campaign effectively applies the Islamic Branding concept at every stage of the AISAS model. The campaign succeeded in attracting attention, arousing interest, encouraging information searches, motivating purchases, and encouraging consumers to share positive experiences. However, this study is limited to social media observation data and previous literature, so the results cannot be generalised. This study provides new insights into using the AISAS and Islamic Branding models in an integrated manner to increase brand awareness, especially in marketing during Ramadan.

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DOI: https://doi.org/10.3059/insis.v0i0.22747

DOI (PDF): https://doi.org/10.3059/insis.v0i0.22747.g12661

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