Digital Promotion Strategy for Bastoh Brand New Product in Increasing Sales During the Ramadan Period

Abstract

This study aims to evaluate the effectiveness of an integrated digital promotion strategy for launching Brand Bastoh's new products to increase sales during the Ramadan period. Utilizing a descriptive qualitative approach, data were collected through in-depth interviews with the marketing manager, social media observation, and corporate documentation, which were then analyzed using the Miles and Huberman model. The results indicate that significantly increasing the digital advertising budget, involving over 200 affiliate partners, and collaborating with Key Opinion Leaders (KOLs) rapidly built brand awareness and consumer trust. Furthermore, Bastoh implemented a differentiation strategy using 100% exclusive embroidery with a no-restock scarcity policy to maintain premium brand positioning. A unique finding reveals the use of a tactical "Archive and Replace Storefront" method in the marketplace to mitigate consumer hesitation by acquiring instant social proof from previously successful products. In conclusion, the synergy between performance-based digital campaigns, scarce product differentiation, and marketplace storefront optimization successfully converted audience attention into substantial real sales during the peak Ramadan season