Analysis Of The Body Shop's Marketing Communication Strategy Through Brand Ambassadors (Case Study Of Iqbaal Ramadhan As Brand Ambassador)
Analisis Strategi Pemasaran The Body Shop Melalui Brand Ambassador (Studi Kasus Iqbaal Ramadhan Sebagai Brand Ambassador The Body Shop)
DOI:
https://doi.org/10.21070/ups.1530Keywords:
Brand Ambassador, Brand Image, Social MediaAbstract
Marketing strategy plays an important role in business to achieve the right business goals. The right marketing strategy is widely used by placing an advertisement or promotion. One of them is using the brand ambassador strategy. The existence of this study aims to analyze how The Body Shop's marketing communication strategy in creating a brand image. By utilizing Iqbaal Ramadhan as a brand ambassador. This type of research uses a qualitative descriptive method with case study research. This study uses the FRED theory, namely Familiarity, Relevance Esteem and Differentiation. Data collected through several posts on social media accounts from The Body Shop and Iqbaal Ramadhan's personal account. The Body Shop uses a social media marketing strategy Instagram, TikTok, and a website communication as well between The Body Shop consumers and Iqbaal Ramadhan fans and the current millennial generation so information about The Body Shop is also known to the public.
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