ENHANCING BRAND AWARENESS THROUGH SOCIAL MEDIA MARKETING STRATEGIES: A COMMUNITY ENGAGEMENT PROJECT WITH LULLABY FROZEN FOOD
DOI:
https://doi.org/10.21512/seeij.v10i2.15778Keywords:
marketing strategy, brand awareness, MSMEs in the frozen food industry, Social Media Marketing, Community Engagement, Instagram AnalyticsAbstract
This article reports on a single-case community engagement project conducted through a collaboration between BINUS University and Lullaby Frozen Food. The project used a practice-oriented intervention with descriptive documentation-based evaluation; therefore, it does not claim experimental or causal effects. The intervention focused on improving Instagram-based marketing practices through content planning, short-form video production, storytelling, calls to action, and responsive communication. Data consisted of Instagram Insights, documented content performance, selected customer responses, and internal business records available to the project team. Performance was assessed descriptively using reach, views, interactions, and an engagement-rate measure calculated as total interactions divided by accounts reached × 100. The documented results show that one promotional Reel reached 7,281 accounts and generated 17,450 views, compared with approximately 98–118 accounts reached by selected earlier static posts. The Reel also generated 364 likes, 49 comments, 22 shares, and 13 saves. These observations suggest improved digital exposure and interaction during the intervention period, although they cannot establish that the intervention alone caused the change. Evidence for purchase, retention, and long-term business growth remains limited because conversion and longitudinal financial data were not sufficiently available for causal assessment. The project nevertheless illustrates how university–MSME collaboration can provide practical digital marketing capabilities and a structured basis for ongoing performance monitoring
References
Agrawal, S. (2026). The New Era of Digital Marketing. Geh press.
Aithal, P. S., & Maiya, A. K. (2023). Development of a new conceptual model for improvement of the quality services of higher education institutions in academic, administrative, and research areas. International Journal of Management, Technology, and Social Sciences (IJMTS), 8(4), 260-308.
Chyrak, I., Koziuk, V., Siskos, E., & Darvidou, K. (2024). Comprehensive framework for social media marketing (smm) strategy for effective business activity. Socio-economic relations in the digital society, 4(54), 39-58.
Drossos, D., Coursaris, C., & Kagiouli, E. (2024). Social media marketing content strategy: A comprehensive framework and empirically supported guidelines for brand posts on Facebook pages. Journal of Consumer Behaviour, 23(3), 1175-1192.
Erhan, T. P., van Doorn, S., Japutra, A., & Ekaputra, I. A. (2024). Digital marketing innovation and firm performance: the role of decision-making comprehensiveness in dynamic environments. Asia Pacific Journal of Marketing and Logistics, 36(2), 435-456.
Firdaus, A. (2025). The influence of user-generated content on brand image on social media. Oikonomia: Journal of Management Economics and Accounting, 2(3), 176-185.
Gesmundo, M. A. G., Jordan, M. D. S., Meridor, W. H. D., Muyot, D. V., Castano, M. C. N., & Bandojo, A. J. P. (2022). TikTok as a platform for marketing campaigns: The effect of brand awareness and brand recall on the purchase intentions of millennials. Journal of Business and Management Studies, 4(2), 343-361.
Hanlon, A., & Tuten, T. L. (Eds.). (2022). The SAGE handbook of social media marketing. Sage.
Homburg, C., & Wielgos, D. M. (2022). The value relevance of digital marketing capabilities to firm performance. Journal of the Academy of Marketing Science, 50(4), 666-688.
Hurdawaty, R., & Tukiran, M. (2024). Strategies to Increase the Competitiveness of Micro, Small and Medium Enterprises (MSMES): A narrative literature review. South Asian Journal of Social Studies and Economics, 21(1), 112-125.
Kaplan, A. M. (2015). Social media, the digital revolution, and the business of media. International Journal on Media Management, 17(4), 197-199.
Kumar, R. (2025). A comprehensive review of MCDM methods, applications, and emerging trends. Decision Making Advances, 3(1), 185-199.
Mandung, F. (2025). The influence of storytelling techniques in digital marketing on brand loyalty: A consumer psychology perspective. Golden Ratio of Marketing and Applied Psychology of Business, 5(1), 66-78.
Mehta, S., Jha, A., Malhotra, K., & Gusain, D. (2026). Marketing Strategies for SMES and MSMES in Emerging Markets under Digital Transformation: Opportunities, Challenges, and Future Directions. Journal of Marketing and Sales Management ISSN: 2457-0095 (Online), 9(2).
Munizu, M., Arsyad, M., & Munir, A. R. (2024, May). Digital marketing as a powerful tool to improve MSMEs performance. In 8th International Conference on Accounting, Management, and Economics (ICAME 2023) (pp. 380-393). Atlantis Press.
Nkegbe, F., & Abor, Y. (2023). The role of social media in enhancing customer engagement and brand loyalty. Journal of Policy Options, 6(3), 26-34.
O'Brien, E., & Cooney, T. M. (2025). Enhancing inclusive entrepreneurial activity through community engagement led by higher education institutions. Journal of Enterprising Communities: People and Places in the Global Economy, 19(2), 177-201.
Orero-Blat, M., Palacios-Marqués, D., Leal-Rodriguez, A. L., & Ferraris, A. (2025). Beyond digital transformation: a multi-mixed methods study on big data analytics capabilities and innovation in enhancing organizational performance: M. Orero-Blat et al. Review of Managerial Science, 19(2), 649-685.
Robson, C. (2024). Real world research. John Wiley & Sons.
Samarah, T., Bayram, P., Aljuhmani, H. Y., & Elrehail, H. (2022). The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: the mediating effect of brand trust. Journal of Research in Interactive Marketing, 16(4), 648-664.
Setiadi, N. J. (2007) Personal Characteristics And Creative Performance Of Indonesian Radio Station Operating Managers : The Impact Of Leader-Member Exchange [HD38.2. N968 2007 f rb ]. PhD thesis, Universiti Sains Malaysia.
Setiadi, N. J., Prasandy, T., & Alam, D. P. (2024). Enhancing MSME empowerment through technology adoption: A university-industry partnership. SEEIJ (Social Economics and Ecology International Journal), 8(1), 17-34.
Setiadi, N. J., Sutanto, H., and Ashary, R. R. (2021). "Observing the Role of Social Media to Accelerate Creativity Development," 2021 International Conference on Information Management and Technology (ICIMTech), 2021, pp. 388-392, doi: 10.1109/ICIMTech53080.2021.9535071. (https://ieeexplore.ieee.org/abstract/document/9535071 )
Setiadi, N.J., & Aryanto, R. (2014). Creativity-relevant personal characteristics among Indonesian creative workers. Journal the WINNERS, 15 (2), 140-149. (ISSN: 1412-1212; eISSN: 2541-2388) (http://journal.binus.ac.id/index.php/winners/article/viewFile/627/605 )
Setiadi, N.J., & Inderadi, R. (2018). The influence of creative style preference on creative behavior of Indonesia’ creative industry workers. International Journal of Organizational Bussiness Exellence, 1(1): 65–76. (E-ISSN 2621-654X).
Setiadi, N.J., Boediprasetya, A., &Wahdiaman (2012). Boosting Indonesia’s creative industries: Identification of people’s characteristics and creative behaviour. Quaestiones Geographicae, 31(4), 53-62.DOI: 10.2478/v10117-012-0035-3, January 2013
Setiadi, N.J., Gautama, I., & Suprayitno. (2013). Assessing Creativity Skill Development in Art and Design among Undergraduate Students: Implementing creative potential simulation software to capture creativity-relevant personal characteristics. Paper has been presented at the IEEE International Conference on Teaching, Assessment and Learning for Engineering (TALE 2013), pp. 268-272. ISBN: 978-1-4673-6354-9. The conference has been held in Bali, Indonesia, August 26-29, 2013. (https://ieeexplore.ieee.org/document/6654444/ )
Sudiantini, D., Sefita, A., Maharani, P. A., Maharani, S., & Febianti, V. (2024). Implementation of digital marketing strategy to increase competitiveness among MSMEs. SENTRI: Jurnal Riset Ilmiah, 3(6), 3021-3027.
Tjahjana, D., Manurung, A., Kosasih, W., & Setiadi, N.J. (2020). Digital Business, Innovativeness, and Family-Firm Performance: The Moderating Effect of Family Commitment in Small- and Medium-sized Enterprises (SMEs). International Journal of Advanced Science and Technology, 29(10s), 209 -217. Retrieved from http://sersc.org/journals/index.php/IJAST/article/view/14409
Umoren, O., Didi, P. U., Balogun, O., Abass, O. S., & Akinrinoye, O. V. (2022). Strategic digital storytelling techniques for building authentic brand narratives and driving cross-generational consumer trust online. International Scientific Refereed Research Journal, 5(3), 238-261.
Wallace, E., Torres, P., Augusto, M., & Stefuryn, M. (2022). Do brand relationships on social media motivate young consumers’ value co-creation and willingness to pay? The role of brand love. Journal of Product & Brand Management, 31(2), 189-205.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Nugroho J. Setiadi, Naufal Ubaidillah
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
The Authors submitting a manuscript do so on the understanding that if accepted for publication, copyright of the article shall be assigned to SEEIJ Community Empowerment (CE) Bina Nusantara University as publisher of the journal.
Copyright encompasses exclusive rights to reproduce and deliver the article in all form and media, including reprints, photographs, microfilms and any other similar reproductions, as well as translations. The reproduction of any part of this journal, its storage in databases and its transmission by any form or media, such as electronic, electrostatic and mechanical copies, photocopies, recordings, magnetic media, etc., will be allowed only with a written permission from SEEIJ Community Empwerment (CE) Bina Nusantara University.
SEEIJ, the Editors and the reviewer make every effort to ensure that no wrong or misleading data, opinions or statements be published in the journal. In any way, the contents of the articles and advertisements published in the SEEIJ are sole and exclusive responsibility of their respective authors and advertisers.
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
