Brand Activation Strategy @la.nailart_ Through Tiktok in Increasing Brand Awareness

Abstract

Social media is an effective tool for brands to build awareness, reach a wider market, and create deeper emotional connections with audiences. The increasing number of Tiktok application users will make it a challenge for a brand to attract consumer attention. The utilization of Tiktok social media is carried out by a nail beauty business called @la.nailart_as a medium to take an interactive approach to consumers. This study aims to describe the Brand Activation Strategy @la.nailart_ through Tiktok in Increasing Brand Awareness. This type of research is descriptive qualitative. The data collection techniques used in this research are interviews and documentation. Data analysis techniques used through data collection, data reduction, data presentation, and conclusion drawing. @la.nailart_uses several ways to increase brand awareness, namely synchronizing brand messages, connecting the physical and digital worlds with technology, personalizing experiences, and creating unforgettable experiences. The results of the study show that @la.nailart_ prioritizes the live broadcast feature to educate about nail art and interact with users, besides that in making content, you must always follow existing trends and be diligent in uploading, and display attractive visuals.