Analisis Konten Social Marketing Campaign Dove #RambutAkuKataAku Di Youtube Pada Konsep Body Positivity

Abstract

The growing issue of unrealistic beauty standards has led to a positive idea that is considered to be able to overcome this issue, namely body positivity. Dove is a hair and body care brand that actively promotes body positivity through its campaigns for more than a decade. One of Dove Indonesia's campaigns related to body positivity is the #RambutAkuKataAku campaign where this campaign seeks to create changes in attitudes and social behavior that benefit society, which is also called a social marketing campaign. This research studies how the content of Dove's social marketing campaign #RambutAkuKataAku from the Dove Indonesia YouTube channel on the concept of body positivity. The researcher uses a qualitative content analysis method with a post-positivism paradigm. The data validity technique used is source triangulation. The results of this study indicate that the three video campaigns for Dove #RambutAkuKataAku contain the category of social marketing campaign activities and the multidimensional concept of body positivity with different scores in coding, and each video campaign is dominated by the different categories of social marketing campaign activities and body positivity concepts.