PERAN PRODUSER DALAM PRODUKSI IKLAN KOMERSIAL PRODUK ECOPRINT GRIYA MADUKARA SEBAGAI UPAYA MENINGKATKAN BRAND AWARENESS

The development of new media has reshaped marketing communication strategies, particularly in building and enhancing brand awareness. Instagram has become an effective platform for delivering visual messages in a persuasive and interactive manner. Griya Madukara, a local ecoprint fashion brand, faces the challenge of low brand awareness among the young audience segment. This project aims to apply the role of a producer in the production of a commercial advertisement for Griya Madukara’s ecoprint products as an effort to increase brand awareness through Instagram. The method used is applicative, consisting of pre-production, production, and post-production stages, supported by research on clients, competitors, and audiences. In its implementation, the producer applies management functions of planning, organizing, actuating, and controlling (POAC) at each stage of production. The advertisement is produced in a 60-second Instagram Reels format, using a cinematic, natural, and sustainability-oriented visual approach. The effectiveness evaluation is conducted through the measurement of Key Performance Indicators (KPI) over a 30 day period after publication. The results indicate that the advertisement successfully achieved and, in some aspects, exceeded the established KPI targets, as evidenced by significant increases in views, reach, engagement, and follower growth. These findings demonstrate that the strategic role of the producer at every stage of production is a key factor in the effectiveness of advertising in building brand awareness on social media.