This non-thesis project focuses on developing an integrated marketing concept and strategy for Liberate The Label (LTL), a luxury loungewear brand in the Southeast Asian market. LTL aims to challenge conventional beauty standards and has a sustainable and inclusive product but lacks a strong brand core strategy and social media presence. The project outlines its background and objectives, emphasizing the creation of an inclusive marketing strategy and social media campaign plan. It reviews prior research and theories, including integrated marketing Communication strategy, social media marketing, and the ultimate marketing mix, as foundational references. The planning phase sets a detailed framework to guide LTL's business decisions and strategies, including a SWOT analysis. The #LTLSERIES campaign is conceived to introduce the brand philosophy and connect with the target audience. The outcomes include a clear marketing strategy, key focus areas in the marketing mix, and theoretical and practical recommendations. The ultimate marketing mix's 16 Ps were utilized, with three (Positioning, Perception, and Promotion) identified as crucial to the brand's core strategy. This project offers a practical application of marketing theories and serves as a roadmap for start-ups like LTL to navigate their marketing journey successfully.

Marketing Strategy, Integrated Marketing Communication, Social Media Campaign, Brand Core Strategy, Ultimate Marketing Mix, Luxury Loungewear Brand, Southeast Asian Market, Brand Perception, Brand Positioning, Brand Promotion.