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Digital Branding Efforts In Increasing Brand Recognition Towards Millennials (A Study On Social Media Content Of Hero Supermarket)
[Full Text]
AUTHOR(S)
Debby Febriana, Ulani Yunus
KEYWORDS
digital branding, brand recognition, millennials, grocery retail, social media contents.
ABSTRACT
This study described how digital branding efforts that have been done by HERO Supermarket to increase brand recognition toward millennials generation. This research used qualitative approach with interview and observation as primary data and journals as the secondary data. The study showed how to do digital branding to approach millennials by using social media that can generate engagement and exposure that impacts brand recognition. Few things must be considered to do digital branding; business objectives, target audience objectives, value, user journey, social media usage, contents, and engagements. All these things must together align with their value and integrated with offline activity.
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