This non-thesis project identifies barriers and driving factors, develops and implements strategies, and evaluates the effectiveness of the #SiapLahirBatin campaign on DemiKita’s Instagram (@demikita_id), with the objective of strengthening brand awareness and increase engagement among engaged couples with DemiKita as a brand providing premarital education.

Implemented over one month (May 2025), the campaign aimed to achieve 10% follower growth and a 5% engagement rate within three months, using nine tactics including advertisements, the Elaboration Likelihood Model (ELM), influencer collaborations, and reinforcement of content pillars.

The campaign achieved a 9.53% increase in followers and raised engagement from 0.09% to 3.07% in just one month. Post-campaign evaluation revealed that 90% of respondents perceived DemiKita as “informative and educational,” with associations dominated by “siaplahirbatin” and “edukatif.” The most effective content was real-life couple stories with emotional appeal, which also boosted sales of DemiKita’s edu-kit.

Key findings show that ELM strategies using peripheral and mixed routes were most effective in driving awareness and engagement. The campaign also raised awareness of DemiKita’s premarital classes and edu-kit products, though behavioral change remained limited to website visits. This project concludes that the #SiapLahirBatin campaign has strengthened DemiKita’s brand positioning and engagement on Instagram; however, additional strategies beyond social media are necessary to further improve conversion rates.


Keyword: Social Media Campaign, Brand Awareness, Premarital Education, Elaboration Likelihood Model, Instagram Marketing