Komunikasi Pemasaran Terpadu @Ultramimi dalam Memaksimalkan Abe Cekut sebagai Brand Ambassador Produk Susu Ultra Mimi Kids

Abstract

This study aims to analyze the integrated marketing communication (IMC) strategy implemented by Ultra Mimi in optimizing the figure of Abe Cekut as the brand ambassador for Ultra Mimi Kids milk products. Abe is a toddler who went viral on social media due to his cuteness. This phenomenon is particularly interesting because Abe does not come from a celebrity background, yet he successfully became the face of a major national brand. This research uses a qualitative approach with a phenomenological method. Data collection through observations, in-depth interviews, and documentation. The results show that out of the six elements of integrated marketing communication, only two were maximized by Ultra Mimi in involving Abe Cekut as a brand ambassador. These two elements are are advertising and public relations & publicity. Meanwhile, sales promotion, direct marketing, interactive marketing, and personal selling were not significantly utilized. Ultra Mimi’s strategy focuses on branding the growth of the child figure with Ultra Mimi Kids milk product.