Digital Marketing Campaign Report For Hirup Kopi NUR SYAHIRAH ABDULLAH (2021819242) MUHAMMAD SYAWAL SAZALI (2021874582) SYAZWEENA NAWWARAH SE’AINI (2021469704) HASHA HAMIMI HASDI (2021116561) NUR ELLMIRA ZULKIFLEE (2021109697) PREPARED BY: CLASS: MMC1105B PROJECT ADVISOR: TS HAJI MOHD HILMI BAKAR “Wanderlust”
01 02 03 04 05 06 Introduction About Us About Client and Client’s Products Achieved Objectives Target Audience Consumer Persona Meet Our Team Site Map Website Published Appendices and Conclusion 04 05 06 07 - 08 09 10 11 13 14 - 16 Platform Used 12 SEO Strategies 17 Boost Post Ads Social Media Post Expenses 18 - 19 20 - 39 40 Issue Encountered Suggections For Improvement 41 43 - 45 42
Intro A business website is crucial for implementing digital marketing strategies, promoting growth and credibility. Web advertising is an effective and wide-reaching form of advertising, allowing businesses to market their products or services online. Having a website increases a company's credibility, as it competes with similar businesses in the market. Is having a website necessary to make company grow? Yes, as it allows the company to get feedback from their customers. The company will be able to use feedback as lessons to improve the company and increase the number of interactions with their customer. The company may also attract many more customers to access on internet. A website directly generates demand by utilizing SEO and advertising. It enhances brand awareness, showcases the brand to potential customers and establishes an image. Every company should have their own website so they can interact with their customers. Information can easily be consumed as it will be consumed as it will be stated in the company’s website. This is just the few benefits for a company to have their own website. 04
A b o u t U s Wanderlust, a group of last semester student faculty communication and media studies consisting of six members, aims to engage customers through social media by creating high-quality content. The name comes from the German words "wander " meaning to hike or roam, and " lust " meaning pleasure or delight. The company aims to help clients with their businesses while serving them with pleasure. 05
Meet Our Team Ts. Haji Mohd Hilmi Bakar Project Advisor Nur Syahirah Team Leader Syazweena Nawwarah Team Member Syawal Sazali Team Member Hasha Hamimi Team Member Nur Ellmira Team Member 06
About Our Client H i r u p K o p i , a c o f f e e s h o p f o u n d e d i n N o v e m b e r 2 0 1 9 , i s l o c a t e d a t 6 0 J a l a n D a g a n g a n 2 i n K e p a l a B a t a s , P e n a n g . F o u n d e d b y M r . S y a z n e e N u q m a n , t h e s h o p h a s e v o l v e d f r o m a s m a l l c o f f e e b u s i n e s s t o a b e l o v e d e s t a b l i s h m e n t . T h e n a m e H i r u p K o p i c o m e s f r o m t h e a c t o f m a k i n g c o f f e e , w h i c h h a s e v o l v e d i n t o a l o v e f o r t h e o w n e r . T h e s h o p i s s i t u a t e d n e a r n e a r b y f a c i l i t i e s a n d o f f e r s a u n i q u e w e e k l y d r i n k c h a n g e . I t h a s a l s o p a r t i c i p a t e d i n n u m e r o u s e v e n t s o n P e n a n g I s l a n d , i n c l u d i n g s e r v i n g a s e v e n t c o o r d i n a t o r f o r a c o n c e r t a n d a H e a d L i m i t S o c i a l C l u b . 05 C O F F E E S H O P 07
Hirup Kopi: Where every cup is a story, and every flavor is a delight. Discover the perfect blend of joy with our lattes, cappuccinos, mochas, and espressos. Your daily pick-me-up, redefined Hirup Kopi: Crafted Elegance, Sipped Perfection. Indulge in distinction at Hirup Kopi, where coffee meets innovation. Experience artisanal precision in our brewed coffees and the refreshing spark of our signature beverages. Sip. Savor. Sparkle. At Hirup Kopi, every cup is a statement of excellence. Elevate your coffee journey with us. Client’s Product Beverages Coffee Sparkle up your day at Hirup Kopi! Effervescent joy in every sip, our sparkling drinks redefine refreshment. Indulge in bubbly delight and elevate your moments. Sparkling Drinks 08
To publish a website for Hirup Kopi before 22nd November 2023 A c h i e v e d Obj e c t i v e s 01 We successfully produced 20 creative social media postings by the 4th of January. We have been successful in gaining 2,500 and more Instagram followers. We managed to launch a TikTok page for the client. We have been successful in reaching 1,500 and even more TikTok engagements. 02 03 04 05 Objectives are specific, measurable, and time-bound goals an individual or organization aims to achieve. They provide clear direction, helping to focus efforts and evaluate progress towards desired outcomes. 09
Target Audience Men that loves coffee and are between the ages of 18 and 25 Students who lives in Penang and work part-time Men who routinely drink coffee or frequent coffee cafes 01 03 A target audience is a specific group of individuals or customers that a business or marketer aims to reach with their products, services, or messages. It's defined by demographic, psychographic, and behavioral characteristics, and tailoring marketing efforts to this audience enhances relevance and effectiveness in reaching potential customers. 02 03 10
Consumer Persona Name: Danial Age: 22 Gender: Male Lives: Kepala Batas, Penang Occupation: Student and part-time cashier Status: Single Income: RM300 - RM3000 Hobbies: Cafe hunting Personal Interest: Coffee lover 01 F A C E O F C O N S U M E R 11
Platform Used Website: www.hirupkopi.com Having a website is an important asset to a company as it can be a place for potential customers to have the information that they need. For this campaign, we had chosen to use Wix as our platform to make the website as it was easier for us to use. Instagram: @hirupkopi_ Our client already uses Instagram as a way to promote their business, so it is only right that we continue to use the platform so it may gain the attention of its users. This way, it is easier for us to reach a wide range of audience and not limit ourselves to one application. Tiktok: @hirupkopi_ The platform that we mainly used to produce content and post content is TikTok. As TikTok is one of the up and coming platforms that most businesses use to promote their shops we figured that it is the perfect time to join in the trend. 01 02 03 "Unlock your brand's full digital potential with our tailored marketing solutions. We turn data into insights, clicks into customers, and dreams into reality, all while enhancing your online presence. Let us be your partner on the path to digital success." 12
S i t e M a p 01 About Menu Event Store Details The Story About Hirup Kopi Logo Philosophy Coffee Drinks Non-Coffee Drinks Gallery Contact Number Address Operation Hours Social Media Home About Us Menu Event Details 02 03 04 05 Store Collection of Merchandise 06 13
WEBSITE PUBLISHED 14
WEBSITE PUBLISHED 15
WEBSITE PUBLISHED 16
SEO Strategies Appropriate Alt Text “Best Coffee Shop in Penang”, “Hirup Kopi”, “Kepala Batas”, “Sparkling Drink”, “Coffee” Domain Name Suggestion hirupkopi.com coffeesips.com tempathirupkopi.com 01 02 03 "Unlock your brand's full digital potential with our tailored marketing solutions. We turn data into insights, clicks into customers, and dreams into reality, all while enhancing your online presence. Let us be your partner on the path to digital success." Appropriate Page Description “Best Coffee Shop in Penang”, “Hirup Kopi”, “Kepala Batas”, “Sparkling Drink”, “Coffee” 17
Boost Post Insight Our "Different Types of Coffee" content was strategically chosen for boost ads, proving successful with over 40 thousand views on TikTok's For You Page (FYP). This accomplishment highlights our commitment to engaging content and effectively reaching our target audience. 18
Boost Post Insight 19
#HirupKopi #BorakSantaiAndre Engagement Social Media Post Posting Date: 1 January 2024 Day: Monday Time: 4:02 pm Platform: Instagram Viewers: 4,489 Likes: 247 Comment: 2 Share: 22 Borak santai bersama Andre: Sedikit kupasan kehidupan peribadi seorang Andre di meja kopi yang penuh cerekarama! Selamat Tahun Baharu kepada semua followers hirupkopi , terima kasih sentiasa sudi menyokong kami❤️ Semoga tahun ini penuh dengan kebahagiaan dan pencapaian baru Our 'Borak Santai bersama Andre' sessions are a blend of laid-back vibes, flavorful sips, and the art of great conversations. Whether it's sharing stories or just enjoying the moment with a sip of coffee. Caption Hashtags 01. 02. 03. 04. 20
Engagement Social Media Post Posting Date: 24 December 2023 Day: Sunday Time: 2:19 pm Platform: Instagram Viewers: 3,881 Likes: 163 Comment: 6 Share: 12 Unveiling di balik sosok “Andre”. Behind the scene lies a captivating story of his life and uniqueness. Join us to discover of “Real Andre” #BehindTheScenes #AndreUnveiled” Decoding Andre: A Stately Unveiling within the silhouette, Andre's tale unfurls, A formal dance, a symphony of pearls. Behind the scenes, a saga to explore, In Andre's world, elegance galore." Caption Hashtags 01. 02. 03. 04. 21
#hirupkopi #vintage #coffee#cafe #coffeeaddict #fy #coffeelover #indie Engagement Social Media Post Posting Date: 4 January 2024 Day: Wednesday Time: 10:00 pm Platform: Tiktok Viewers: 3,558 Likes: 234 Comment: 1 Share: 63 Espresso,Latte, Americano – Coffee is not just a drink; it's a whole language. Which coffee vibe are you feeling today? Coffee Unveiled: Navigating the nuances between Espresso's bold kick, Cappuccino's frothy elegance, Mocha's indulgent sweetness, and Latte's silky smoothness. Hirup Kopi, your guide to the art of coffee exploration Caption Hashtags 01. 02. 03. 04. 22
Engagement Social Media Post Posting Date: 22 December 2023 Day: Friday Time: 4:01pm Platform: Tiktok Viewers: 584 Likes: 31 Comment: 0 Share: 0 Indulge in the refreshing Strawberry Eye Forest or dive into the decadence of Blackforest Chocolate. Your taste buds are in for a treat! ✨ Go get yours now!!!! #SipSipHooray #WeeklySpecialDrink #HirupKopi #fyp #cafepenang #art Savor the week with HIRUP KOPI's Weekly Special – a curated delight of flavors expertly brewed for your enjoyment. Elevate your coffee experience with each unique blend, a simple yet indulgent treat for the connoisseur in you. Caption Hashtags 01. 02. 03. 04. 23
#hirupkopi #Brewinghits #SolidGol #Feast #efekrumahkaca #MauTakMau #Canggung #penangcafes #fyp Engagement Social Media Post Posting Date: 25 December 2023 Day: Monday Time: 12:08pm Platform: Instagram Viewers: 579 Likes: 54 Comment: 0 Share: 0 Pour yourself a cup and press play: Our Top 5 Song Playlists ultimate blend of music & caffeine. Let’s hear artistry in every cup ! Embark on a sensory journey with our Coffee Playlist, where melodies blend seamlessly with the rich aroma of your favorite brew. Let the soothing notes serenade your senses as each sip harmonizes with the rhythm. Caption Hashtags 01. 02. 03. 04. 24
Engagement Social Media Post Posting Date: 25 December 2023 Day: Monday Time: 6:43 pm Platform: Instagram Viewers: 879 Likes: 40 Comment: 0 Share: 0 Explore nikmat kopi dalam setiap latte, di mana rasa dan seni berpadu. #KopiKreasi #latteart Exquisite mastery unveiled, Hirup Kopi's canvas of steamed perfection. Latte Art symphony, where skill meets creativity's embrace. Sip serenity, as each delicate swirl narrates a tale of barista finesse. Caption Hashtags 01. 02. 03. 04. 25
Engagement Social Media Post Posting Date: 27 December 2023 Day: Wednesday Time: 4:01pm Platform: Instagram Viewers: 404 Likes: 87 Comment: 0 Share: 0 Spot Aesthetics For OOTD” These are picture spots that you can snap picture for aesthetic look✨ #Stylishspot #ootd #hirupkopi Discover the epitome of aesthetic sophistication at Spot. Immerse yourself in a refined ambiance that harmoniously marries style and elegance, elevating your surroundings Caption Hashtags 01. 02. 03. 04. 26
Engagement Social Media Post Posting Date: 27 December 2023 Day: Wednesday Time: 1:37 pm Platform: Instagram Viewers: 1975 Likes: 76 Comment: 0 Share: 5 Nikmati kesegaran dalam setiap tegukan! ✨ Rasakan cita rasa istimewa dari minuman terbaru kami, "Sour Apple" di Hirup Kopi. Pengalaman rasa yang memikat, membuat setiap saat menjadi istimewa! #SparklingDrink #brewista Explore HIRUP KOPI's Non-Coffee Brews – a simple and refreshing alternative. Sip and savor the delightful flavors in every pour, redefining your beverage experience. Caption Hashtags 01. 02. 03. 04. 27
Engagement Social Media Post Posting Date: 27 December 2023 Day: Wednesday Time: 8:30 pm Platform: Instagram Viewers: 626 Likes: 36 Comment: 0 Share: 0 The Speciality of Hirup Kopi✨ Hirup Kopi will guarantee you a great experience with us. Come drink with us #hirupkopi #cafepenang Savor the Distinctive Essence of Hirup Kopi – An Exclusive Elixir, Distinguished by an Unparalleled Blend of Flavors, Setting It Apart in a Class of Its Own. Caption Hashtags 01. 02. 03. 04. 28
#BestSeller #HirupKopi #SipInStyle Engagement Social Media Post Posting Date: 28 December 2023 Day: Thursday Time: 2pm Platform: Instagram Viewers: 1318 Likes: 34 Comment: 0 Share: 1 Indulge in perfection with our bestseller – where flavor meets excellence. Elevate your taste experience with every sip. Sip success with our exclusive elixirs at Hirup Kopi where every drop tells a bestseller story others can't replicate. Indulge in the extraordinary, taste the unmatched. Dare to be different, drink at Hirup Kopi. Caption Hashtags 01. 02. 03. 04. 29
Engagement Social Media Post Posting Date: 28 December 2023 Day: Thursday Time: 11:12 pm Platform: Instagram Viewers: 2636 Likes: 119 Comment: 12 Share: 9 Quote of Lyfe” Kutipan kata-kata untuk kalian yang masih bingung dalam mencari makna hidupnya✨ Semoga dapat menemani kalian untuk mengelamun seketika #nightreflection #hirupkopi Welcome to a Night where Quotes Illuminate the Pathways of Inspiration, creating a Tapestry of Thoughtful Reflections in an Atmosphere of Refined Elegance. Caption Hashtags 01. 02. 03. 04. 30
Engagement Social Media Post Posting Date: 30 December 2023 Day: Saturday Time: 8:15 pm Platform: Instagram Viewers: 3558 Likes: 146 Comment: 6 Share: 13 Topik Borak Lelaki: Expectation vs Reality #hirupkopi #deepthoughts #lepaklelaki Delving into Discourse: Topik Borak Lelaki Unveiled! Navigating the Dichotomy of Male Conversations - A Formal Exploration into the Gulf Between Expectations and Reality. Caption Hashtags 01. 02. 03. 04. 31
#hirupkopi #ragamcustomer #fyp Engagement Social Media Post Posting Date: 31 December 2023 Day: Sunday Time: 6:17pm Platform: Instagram Viewers: 2,227 Likes: 90 Comment: 1 Share: 2 Kalau nak cakap pasal perangai, macam-macam jenis peel dan ragam ada dekat dunia ni kannn… lagi-lagi bila korang tengah lepak dekat cafe. Ada yang jenis nak ber-ootd, ada yang jenis amik gambar sampai beratus just for the grams, ada yang bagi phone makan dulu baru kamu. Jadi korang team yang mana satu? At Hirup Kopi, In the Barista's POV, it's not just about pouring coffee; it's an art of brewing happiness. From the first espresso shot to the frothy latte art, every detail is a brushstroke of joy. Caption Hashtags 01. 02. 03. 04. 32
Engagement Social Media Post Posting Date: 1 january 2024 Day: Monday Time: 1:11pm Platform: Instagram Viewers: 982 Likes: 56 Comment: 0 Share: 1 Thankyou 2023, we've been through every challenging situation together. Hoping that 2024 will be better for us. #hirupkopi #happynewyear #fyp Brewing memories, one cup at a time. As we bid farewell to 2023, let's take a sip down memory lane at Hirup Kopi. From shared laughs to flavorful moments, thank you for making each pour a part of our incredible journey. Caption Hashtags 01. 02. 03. 04. 33
Engagement Social Media Post Posting Date: 2 January 2024 Day: Tuesday Time: 8:03 pm Platform: Instagram Viewers: 1,571 Likes: 98 Comment: 1 Share: 2 Here is a sneak peek how a coffee shop owner’s day is like… #hirupkopi #cafepenang #adayinmylife Navigating the day with precision and passion as the proud owner of Hirup Kopi. From the first light's meticulously brewed cup to the day's end, each moment is crafted with dedication. Caption Hashtags 01. 02. 03. 04. 34
Engagement Social Media Post Posting Date: 3 January 2024 Day: Wednesday Time: 2:21 pm Platform: Instagram Viewers: 780 Likes: 38 Comment: 0 Share: 0 Here’s Do Vs Don’t at Cafe …… hopefully it will benefits to all:) #hirupkopi #cafe #indie Discover the art of courteous coffee moments at Hirup Kopi with our guide on Do's and Don'ts. Engage in quiet conversations, appreciate the aroma, and embrace the phone-free ambiance for a refined cafe experience Caption Hashtags 01. 02. 03. 04. 35
#hirupkopi #cafepenang #diy #coffeeaddict Engagement Social Media Post Posting Date: 3 January 2024 Day: Wednesday Time: 8:46 pm Platform: Instagram Viewers: 728 Likes: 33 Comment: 0 Share: 0 Sip, Savor, & DIY! Elevate your home coffee game with these laid-back tips. Because who needs a barista when you've got your own kitchen? ☕️ Become the maestro of your coffee haven with DIY brilliance from Hirup Kopi! Brew, savor, and conquer your daily cup, because your coffee, your rules. Craft your perfect cup, savoring the art of brewing. Caption Hashtags 01. 02. 03. 04. 36
#hirupkopi #coffee #myth Engagement Social Media Post Posting Date: 4 January 2024 Day: Thursday Time: 2:41 pm Platform: Instagram Viewers: 652 Likes: 26 Comment: 0 Share: 0 Brewing Truths and Busting Myths: Let's spill the coffee beans on some myths swirling in the coffee world. Delving into the Espresso of Truth: Explore the myths and realities of coffee with Hirup Kopi. Unraveling the mysteries, one carefully brewed cup at a time. Coffee Myths Revealed and Insights. Caption Hashtags 01. 02. 03. 04. 37
#coffeeaddict #coffeelover #hirupkopi Engagement Social Media Post Posting Date: 4 January 2024 Day: Thursday Time: 9:00 pm Platform: Instagram Viewers: 758 Likes: 26 Comment: 0 Share: 1 Bahaya ke selalu minum kopi? Here’s ada kebaikan dan keburukan. Kesan for everyone adalah berbeza. Jom kita tengok apa lessonnya. Discover the perfect balance at Hirup Kopi. From the heights of delightful brews to steering clear of coffee pitfalls, we navigate the fine line between good and bad sips. Caption Hashtags 01. 02. 03. 04. 38
Engagement Social Media Post Posting Date: 5 January 2024 Day: Thursday Time: 10:00 pm Platform: Instagram Viewers: 2,767 Likes: 96 Comment: 6 Share: 9 January Heal ! Sebuah Penceritaan "January Heal: Membalut luka hati dengan harapan baru, namun cinta lama tetap memainkan bayangannya. Antara kenangan dan masa depan, di mana hati kita menari di antara musim yang berubah." - human dreaming Enjoy Kalian ! #hirupkopi #vintage #coffee Savor the seasons with Hirup Kopi's annual short film series – a visual journey of coffee and community. Pour yourself into our stories, to make it relate with your love life. Caption Hashtags 01. 02. 03. 04. 39
Expenses ITEM PRICE/RM Website 20 Domain & Hosting Social Media Ads Documentation Production Cost TOTAL 60 140 200 400 820 40
Issues Encountered Tackling TikTok ads, copyright music snag emerged. Solution: video takedown, removal of copyrighted sound, and repost. Lesson learned: check for copyrights preadvertising to steer clear of legal issues. Miscommunication caused delays in our project due to the scattered locations and diverse commitments of team members. Despite challenges, we resolved the issues and successfully completed the project. Before we started posting our contents, we had planned a schedule for posting but we did not manage to follow it as we hadn't finished recording our contents yet at the time. 01 03 Navigating project hurdles: Miscommunication caused delays, dispersed team locations complicated meetings. Despite challenges, we rallied, resolved issues, and triumphantly completed the mission. Lessons learned, growth achieved. Onward and upward! 02 03 41
Suggestion For Improvement Optimize TikTok ads: Use copyright-free music, guide creators on audio rules, and ensure a quick fix for any issues. Streamline your advertising process effortlessly. Effective group communication is key to ensuring no one gets left behind, especially in diverse teams. Teamwork is vital in a group project, leveraging everyone's strengths for overall success. To improve on this matter, we should’ve plan our time management properly by following the schedule so that we can finish our work on time. 01 03 In the face of project challenges, the path to improvement lies in proactive communication, strategic planning, and a united team spirit. Embrace lessons, adapt swiftly, and watch obstacles transform into stepping stones toward success. 02 03 42
APPENDICES DOMAIN 43
APPENDICES TIKTOK ADS 44
Conclusion In conclusion, the proposed digital marketing campaign presents a robust and strategic approach to achieving our marketing objectives. Through this comprehensive plan, we aim to elevate our brand's online presence, engage our target audience, and drive meaningful conversions. Our campaign is designed to leverage a multi-faceted strategy, combining the power of search engine optimization (SEO), compelling content creation, targeted paid advertising, and an active social media presence. These elements will work in harmony to boost our brand's visibility and engagement across various digital platforms. We have meticulously considered our target audience's preferences, demographics, and online behavior, ensuring that our messaging resonates effectively. By doing so, we aim to cultivate a strong and lasting connection with our customers. In summary, our digital marketing campaign proposal is a well-rounded and well-researched plan that aligns with our business objectives. We are confident that it will enhance our brand's online performance, engage our audience, and ultimately drive the desired outcomes. Also, feel so excited to embark on this journey & look forward to the project. 45
Contact Us NUR SYAHIRAH ABDULLAH Project Manager 016-704-8245 [email protected] TS HAJI MOHD HILMI BAKAR Project Advisor 012-321-0737 [email protected]