Strategi promosi digital buku Mindful Play, Joyful Day! oleh Madelline Jessica melalui feed Instagram
DOI:
https://doi.org/10.30998/jd.v13i2.1052Keywords:
Promosi Digital, Sosial Media, Buku Anak, Mindful ParentingAbstract
Penelitian ini membahas perancangan strategi promosi digital untuk buku "Mindful Play, Joyful Day!" melalui platform Instagram sebagai kanal utama dalam membangun kesadaran (awareness) serta mendorong minat beli audiens. Menggunakan pendekatan komunikasi visual dan kualitatif-deskriptif, studi ini menelaah proses kreatif pengembangan feed Instagram yang selaras dengan nilai mindful parenting dan karakter visual buku. Pengumpulan data dilakukan melalui studi literatur, wawancara mendalam dengan pihak penerbit, serta observasi konten eksisting. Analisis perancangan diarahkan menggunakan kerangka STP (Segmenting, Targeting, Positioning) untuk memastikan ketepatan sasaran komunikasi. Hasil penelitian menunjukkan bahwa penerapan visual storytelling yang konsisten dan edukatif, didukung oleh pemilihan palet warna pastel, tipografi yang ramah anak, serta penggunaan ilustrasi orisinal, mengindikasikan potensi keterlibatan audiens yang positif. Strategi promosi ini membantu membangun persepsi buku tidak hanya sebagai produk komersial, tetapi juga sebagai media edukasi yang relevan dengan kebutuhan pengasuhan orang tua modern. Penelitian ini memberikan kontribusi praktis bagi penerbit dalam mengelola aset visual yang komunikatif di media sosial untuk produk literasi anak.
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