Analysis of Jacquelle Beaute's MPR Strategy through #JacquelleDisneyEdition in Increasing Brand Awareness

Having a good communication strategy in business is a valuable asset for a company to compete competently with its competitors and captivate its consumers, especially in the beauty industry. One local beauty brand, Jacquelle Beatue, has been striving to increase Brand Awareness among beauty enthusiasts through various achievements and strategies. Established in 2015, they have already implemented various tactics to enhance Brand Awareness. The brand has set a standard for other beauty brands by achieving the latest milestone as the first beauty brand in Indonesia to receive the MURI award through international collaboration with Disney. This paper aims to examine Jacquelle Beaute's Marketing Public Relations strategy, focusing on its international collaborations, notably #JacquelleDisneyEdition with Disney. It seeks to analyze how these initiatives contribute to enhancing brand awareness among beauty enthusiasts and investigate the effectiveness of these strategies in the context of the beauty industry. This research method employed is descriptive qualitative, utilizing primary data from previous studies, archives, and relevant news articles. The research findings from the interviews indicate that Jacquelle Beaute utilizes seven out of the main tools of Marketing Public Relations. However, the researcher suggesting that only four out of seven main tools of Marketing Public Relations are effective, namely Publication, Events, Sponsorships, and Media Identity. In terms of Brand Awareness, Jacquelle Beaute has reached the levels of Brand Recognition and Brand Recall. The recommendation for Jacquelle Beaute is to further enhance Brand Awareness by optimizing all the main tools of Marketing Public Relations.