The use of influencers for Skechers' social media marketing strategy in PT Mitra Adiperkasa Tbk. = Penggunaan Influencer dalam Strategi Pemasaran Media Sosial Skechers di PT Mitra Adiperkasa Tbk.

Rusli, Denice (2022) The use of influencers for Skechers' social media marketing strategy in PT Mitra Adiperkasa Tbk. = Penggunaan Influencer dalam Strategi Pemasaran Media Sosial Skechers di PT Mitra Adiperkasa Tbk. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Saat dunia masuk ke era digitalisasi, evolusi ini mengharuskan pemasar dan pengiklan untuk tetap dinamis terhadap beragam strategi dan saluran komunikasi untuk memutuskan pendekatan mana yang paling efisien dan efektif untuk memaksimalkan pertumbuhan bisnis. Mengingat pesatnya pertumbuhan media sosial, perusahaan dan merek di seluruh dunia berupaya membangun kehadiran digitalnya di berbagai platform media sosial. Makalah ini menguraikan bagaimana Skechers merencanakan, membuat, dan melaksanakan strategi pemasaran media sosial mereka. Terutama di bagian di mana Skechers berkolaborasi dengan influencer sebagai bagian dari strategi pemasaran media sosial mereka. Cakupan pekerjaan operasional pemagang adalah mengatur kampanye bulanan Skechers, content seeding, dimana influencer bertanggung jawab untuk membuat dan mendistribusikan konten. Pada akhir kampanye bulanan, Skechers merangkum total engagement dari kolaborasi dan menentukan sejauh mana hal itu menguntungkan merek. Dari hasil magang, dapat dikatakan bahwa kolaborasi ini berkontribusi pada tingkat keberhasilan departemen pemasaran merek Skechers dan pertumbuhan bisnis secara keseluruhan/As the world welcoming the era of digitalization, this evolution requires marketers and advertisers to stay dynamic regarding different strategies and communication channels to decide which approaches are the most efficient and effective for maximizing the growth of businesses. Considering the rapid growth of social media, companies and brands all around the world attempts to establish its digital presence in various social media platform. This paper outlines how Skechers plan, construct and execute their social media marketing strategy. Especially in the parts where they collaborate with influencers as part of their social media marketing strategy. The operational scope of the intern’s job is to organize Skechers’ monthly campaign, content seeding, where influencers are responsible for making and distributing branded content. By the end of the monthly campaign, Skechers’ summarizes the total engagement from the collaboration and determine to what extent it benefits the brand. From the internship, it’s safe to say that the collaboration contributes to the success rate of the brand marketing department of Skechers and to the growth of the business in general.

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