PERAN COPYWRITER DALAM PRODUKSI IKLAN KOMERSIAL PT. BINTANG INDO JAYA SURABAYA DENGAN PRODUK ROTIBOY

Bellaa Ninsiy Aqnaa Nafasa (202110040311088), Peran Copywriter dalam Produksi Iklan Komersial at PT. Bintang Indo Jaya Surabaya with the Rotiboy Product, Final Project in Advertising Strategy and Production, Communication Studies Program, Universitas Muhammadiyah Malang.
This client-centered final project examines the role of a copywriter in designing and producing digital commercial advertisements for the Rotiboy brand with the aim of building emotional closeness and strengthening the brand image through the sensory experience of aroma and product warmth. The main issue faced by Rotiboy was shifting consumer perception so that the brand is not merely seen as bread consumed during travel, but as part of an emotional experience relevant to young audiences, particularly on the TikTok platform. This phenomenon is driven by the brand’s need to go beyond simply displaying the product visually and instead deliver storytelling capable of evoking memories, emotions, and personal experiences among its audience. Therefore, the copywriter developed advertising messages focused on everyday experiences using a simple narrative approach grounded in brand experience theory and persuasive communication principles.
The project involved interviews with Rotiboy’s HRD, brand observation, and digital ad performance analysis through questionnaires evaluating three TikTok ad versions. Before production, target audience analysis and a creative brief ensured alignment with the client’s problem statement. The findings show that the copywriter addressed the client’s challenges through messages consistent with Rotiboy’s brand values and improved content performance based on TikTok KPIs. Most respondents found the ads engaging and able to convey warmth and emotional closeness, indicating that the communication objectives were achieved.