The Effectiveness of Digital Marketing Communications Promoting the Sale of Drinks Blended with Plant-based Milk (Plant-based Milk), of Mitr Roast x Brewsters Coffee Business

Abstract

The effectiveness of digital marketing communications promoting the sale of Plant-based Milk drinks is being studied. A case study of Mitr Roast x Brewsters coffee shop to study the effectiveness of advertising campaigns on online platforms. On the coffee shop's Facebook Fan Page platform to create awareness among the target group (Awareness) and press follow To make the store have an identity And become more widely known through participation and to study consumer needs in creating advertising campaigns through online platforms that can be adapted to suit the brand. To make it even more memorable and can increase sales for the coffee shop in the future. This research is experimental research by collecting data from an advertising campaign on the Facebook Fan Page platform to measure the effectiveness of Making an advertising campaign There were a total of 5 advertising

Research has shown that different advertising campaign formats produce different results. In making each campaign, it is necessary to understand the target audience in order to create advertising campaign content that needs to be communicated or distributed in a way that is interesting, attractive, and able to create recognition and awareness for the brand. The campaign that generated the best engagement in the researcher's research was the "ASMR" campaign, which was the campaign that outsiders came to like, share, and engage with and attract the most customers. All 5 campaigns that the researcher conducted also made the Facebook of the Mirt Roast x Brewsters coffee shop increase in the number of followers following the page as well.