The Effectiveness of Chelsea Islan as a Brand Ambassador in the #LadyBossPower Campaign of Bio Beauty Lab on Indonesian Society
Keywords:
Brand Ambassador, Chelsea Islan, Effectiveness, Marketing Public Relations, VisCap TheoryAbstract
This research measures the effectiveness of using Chelsea Islan as a brand ambassador in the Marketing Public Relations strategy in the #LadyBossPower campaign by Bio Beauty Lab on Indonesian society. In this case, Bio Beauty Lab collaborated with Chelsea Islan as a brand ambassador for their #LadyBossPower campaign. This research employs an online survey method, distributing questionnaires to 400 respondents using a Likert scale via Google Forms. The result of this study shows that Chelsea Islan as the brand ambassador in the #LadyBossPower campaign by Bio Beauty Lab is effective, as measured using the VisCAP method. The highest VisCAP indicator in evaluating Chelsea Islan as a brand ambassador in the #LadyBossPower campaign by Bio Beauty Lab is the Visibility indicator, with a mean score of 4.39. Overall, the average score of all VisCAP indicators for Chelsea Islan as the brand ambassador of Bio Beauty Lab is 4.31, indicating that Chelsea Islan has proven to be an effective brand ambassador for the #LadyBossPower campaign by Bio Beauty Lab.
