The Job Description of a Content Specialist to Increase Digibank Brand Awareness Through Instagram at Olrange Digital Agency Period of January – March 2023

DOI

10.2991/978-2-38476-132-6_24How to use a DOI?

Keywords

Content Specialist; digibank; brand awareness

Abstract

This paper will explain the role of a Content Specialist in the #digibankLevelMeUp campaign at Olrange digital agency. Starting with a lack of confidence, people choose not to develop their finances. In fact, growing financial is one of the ways for individuals having a good financial future. Peoples have a tendency to trust conventional financial affairs compared to using digital technology. The aim of this marketing campaign is to create company brand awareness by inviting public to level up their finances through digibank products. Through AISAS (Attention, Interest, Search, Action and Share) and word of mouth as the marketing strategy, the campaign was successfully received by audiences with high engagement rates and impressions that build brand awareness. Using observation as a methodology. Behind this sucess, there is the role of a Content Specialist who creates content and makes copywriting in the caption. In addition, there are other roles that Content Specialist perform in achieving maximum results. Thus the research has theoretical implications for the falsification of the views before by Khan (2013). With an increasing target audience who are aware of the existence of digibank, it is hoped that they too will have the confidence to want to carry out their banking and financial activities digitally as a way to make life easier in the digital era as it is today so that this can have practical implications for this research.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Besty Priyandhini
AU  - Shakila Annisa Mutiara Manurung
PY  - 2023
DA  - 2023/10/31
TI  - The Job Description of a Content Specialist to Increase Digibank Brand Awareness Through Instagram at Olrange Digital Agency Period of January – March 2023
BT  - Proceedings of the 6th International Conference on Vocational Education Applied Science and Technology (ICVEAST 2023)
PB  - Atlantis Press
SP  - 255
EP  - 268
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-132-6_24
DO  - 10.2991/978-2-38476-132-6_24
ID  - Priyandhini2023
ER  -