DESIGNING SOCIAL MEDIA CAMPAIGN TO INCREASE AWARENESS OF SPENT COFFEE GROUND BENEFITS FOR SKINCARE PRODUCTS

Abstract

Recently, skincare trend has been increasing significantly in Indonesia. Skin is one of an important body of us, and its care product comes in many shapes and types. However, skincare products are still relatively expensive and quite unaffordable for most people. Coffee, which is one of the most popular beverages in Indonesia and its businesses are getting hyped lately, turns out could be processed as ingredients for skincare products. This qualitative research will research on how to design a social campaign that can raise awareness of coffee waste benefits and its economic value with AISAS Model, thus people will be more aware of its benefits and interested to move into Spent Coffee Ground-based skincare products. The result is a social media campaign, their feed post designs, and supporting visual designs for the campaign. The user testing result shows that the campaign has successfully raised audiences’ awareness towards Spent Coffee Ground-based skincare products and its benefits to the skin.