Effectiveness of #KULAxMutualAidFund Campaign Messages on TikTok Followers @Storyofkula

Abstract

Effectiveness can be interpreted as the result or influence that arises from a communication process, namely the attitude, behavior, and response of a communicant, whether desired or unwanted. The purpose of this study is to determine the effectiveness of the #KULAxMutualAidFund Campaign Message on TikTok @Storyofkula followers using the S-O-R (Stimulus-Organism-Response) theory approach and the AIDA (Attention, Interest, Desire, Action) method as a measuring tool. This campaign is a form of Marketing Public Relations (MPR) activity from the KULA brand that combines social and humanitarian values through the TikTok platform. This research uses a quantitative approach with survey techniques to TikTok @Storyofkula followers, especially women aged 15-28 years who are the target market of KULA products. The results of this study show that the campaign message is considered effective, especially in the aspect of interest, which is shown through the attractiveness of visual content, storytelling, emotional appeal, and a strong call to action on each video display on TikTok @Storyofkula social media. This research makes a theoretical contribution to the development of social campaign communication strategies in social media and provides practical insights for brands in designing impactful campaigns.