IMPLEMENTATION OF MARKETING COMMUNICATION STRATEGY AND SOCIAL MEDIA MANAGEMENT OF VIVIAN PERFUMERY

Abstract

This final project focuses on the marketing communication strategy and social media management of Vivian Perfumery, a local perfume brand. Using the AISAS model, PESO, and 3O+1I frameworks, the project implemented strategies such as creative content, influencer marketing, TikTok Shop integration, and paid ads on Instagram and TikTok. The results showed improved engagement (11.3% on Instagram and 165.6% on TikTok) and a 45% sales increase. This demonstrates that structured digital communication strategies effectively build brand awareness and positioning for MSMEs in competitive markets.