Viral Marketing Strategy Through Edutainment Content Clash of Champions by Ruangguru

The increased use of the internet, predominantly by Generation Z, provides opportunities for Edutech players to develop marketing strategies through viral marketing on social media. This research explores viral marketing strategies to enhance brand awareness through Edutainment content on Edutech platforms. The case study of Ruangguru and the Clash of Champions program is used to understand the effectiveness of these strategies. A mixed-methods approach combining participatory observation on social media and metric analysis was employed to measure engagement. Results indicate that the Clash of Champions program, adopting the South Korean reality show format "University War," successfully captured the audience's attention. Intensive promotional strategies via social media, particularly Instagram, resulted in a 640% increase in engagement and a 102% rise in conventional media coverage. Key success factors include the high-achieving profiles of participants and the show's relevance to popular culture. This study confirms that viral marketing strategies integrating entertainment elements are effective in enhancing brand image and consumer engagement. These findings provide critical insights for developing viral marketing content strategies within the Edutech industry. Keywords: Viral Marketing, Edutainment, Edutech, Populer Culture, Ruangguru