Strategi Campaign PR No Animal Testing Dalam Membangun Reputasi Brand Barenbliss Indonesia. (PR Campaign Strategy of 'No Animal Testing Building the Brand Reputation of Barenbliss Indonesia).

Abas, Satria Wira Wicaksana (2025) Strategi Campaign PR No Animal Testing Dalam Membangun Reputasi Brand Barenbliss Indonesia. (PR Campaign Strategy of 'No Animal Testing Building the Brand Reputation of Barenbliss Indonesia). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This research aims to analyze the Public Relations (PR) campaign strategy of "No Animal Testing" by Barenbliss Indonesia in building its brand reputation. A qualitative approach with a deskriptif method was used. Data were collected through in-depth interviews with PR managers and observation of Barenbliss's official social media accounts. Results show that Barenbliss's PR strategy adopts the symmetrical two-way communication principle from the Excellence PR theory, emphasizing open dialogue and public participation. The campaign is carried out through Instagram, cruelty-free labeling on product packaging, and public clarifications on the official website. The findings indicate that this approach raises consumer awareness of ethical issues and builds brand loyalty. Consistent and value based communication strategies strengthen Barenbliss's positive reputation in the Indonesian market.

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