KAMPANYE PR “BASIC IS THE NEW FASHION” DALAM MENUMBUHKAN KESADARAN MEREK PADA KONSUMEN BRAND TEESONS & DOTTERS

Abstract

This study aimed to identify and explain the implementation of the public relations campaign "Basic is the New Fashion" as an effort to raise brand awareness among Teesons & Dotters consumers, as well as to describe the factors that support and hinder its implementation. This research is a descriptive research with a qualitative approach. The data in this study are in the form of primary and secondary data obtained through interviews, observation, and documentation. The research results showed that the public relations campaign "Basic is the New Fashion" by Teesons & Dotters was divided into four stages. Both the research, action, communication, and evaluation stages have all been carried out well. Therefore the campaign is considered to increase brand awareness among consumers. The factors that support the implementation of the campaign are product quality, company credibility, and promotions. Meanwhile, the factors that hindered the implementation of the campaign were the COVID-19 pandemic and various technical problems in the media.