INCREASING BRAND AWARENESS OF PT. SAMUDRA IMAJI INSPIRA USING GUERRILLA MARKETING THEORY

Abstract

This Final Project Report details the implementation of a Guerrilla Marketing strategy to boost the brand awareness of PT. Samudra Imaji Inspira, a startup company in the literacy sector with budget limitations. The strategy was designed to overcome the challenge of declining interest in reading in the digital age, by utilizing guerrilla marketing elements such as the surprise effect, emotional arousal, humor, and word of mouth (WOM). The main objectives include increasing social media engagement, developing a reader community, and implementing low-budget marketing.