The Effectiveness of Wardah's Beauty Moves You Campaign through Social Media: An Integrated Marketing Communication Approach in Systematic Literature

Ikhsan Ikhsan; Agus Atmawijaya; Dewi Anggrayni

doi:10.63922/ijebir.v5i04.5277

Ikhsan Ikhsan Master of Management, Ibnu Khaldun University
Agus Atmawijaya Master of Management, Ibnu Khaldun University
Dewi Anggrayni Master of Management, Ibnu Khaldun University

DOI: https://doi.org/10.63922/ijebir.v5i04.5277

Keywords: Integrated Marketing Communication (IMC), Social Media, Wardah, Beauty Moves You, Trilateral Communication

Abstract

The Beauty Moves You campaign launched by Wardah marks a paradigm shift in the reconstruction of the meaning of beauty, from merely functional-visual aesthetics to a symbol of progressive social empowerment. Although previous studies have quantitatively examined the influence of social media on purchase intention or partially dissected the linguistic aspects of advertisements, no study has integrated them within a social media-based Integrated Marketing Communication (IMC-SM) framework. This study aims to comprehensively analyze how Wardah integrates various communication channels and maintains message consistency by positioning social media as the central integration hub. The research method used is descriptive qualitative with a multimethod (mixed-perspective) approach through content analysis techniques and integrated case studies. The results show that Wardah successfully built trilateral communication (company-to-consumer, consumer-to-consumer, consumer-to-company) by synchronizing the promotional mix (advertising, public relations, and direct digital marketing) on Instagram, TikTok, X, and YouTube platforms. The consistency of the metaphorical message beauty that moves is proven to be able to bridge differences in audience experience and convert digital attention into brand advocacy. This study provides a theoretical contribution in enriching the IMC-SM model in the halal cosmetics industry in developing markets.

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