Brand Innovation and Product Design: The "Kamu Hidup Kami Hidup" Campaign by Eleven Outdoor

Asep Sufyan Muhakik Atamtajani, Chris Chalik :Telkom University, Indonesia

Abstract

The creative industry in Indonesia has experienced significant growth, driven by innovations in product design and effective branding strategies. This research explores how innovative brand activity can support the creative industry, focusing on the case study of Eleven Outdoor's campaign "Kamu Hidup Kami Hidup." Employing a qualitative approach and a case study method, data were collected through in-depth interviews, participatory observation, documentation study, and online analysis. The findings reveal that the campaign successfully enhanced brand awareness and consumer engagement through creative storytelling, community collaboration, and effective digital marketing strategies, such as influencer marketing and SEO optimization. Furthermore, the campaign positively impacted product design value by emphasizing sustainability and active lifestyle relevance, thereby increasing consumer preference. This research contributes theoretically by advancing the understanding of innovative branding in product design and practically by providing insights and guidelines for other creative industry players in developing effective and sustainable branding strategies.

Keywords

brand activity; creative industry; product design; digital marketing; sustainability

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https://doi.org/10.1007/978-3-030-89262-3

DOI: https://doi.org/10.51817/viral.v2i1.38

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