Optimalisasi Pemasaran Digital melalui Kolaborasi Key Opinion Leader (KOL): Studi Pengabdian pada Brand Blink Bae

Abstract

The rapid growth of the digital creative industry requires Business Administration students to possess practical competencies in digital marketing, particularly in strategies for collaboration with Key Opinion Leaders (KOLs). This community service program aims to enhance students’ understanding and skills in implementing KOL strategies as part of digital marketing for the beauty brand Blink Bae at CV. Skylar Cloverworks. The program was conducted using a qualitative descriptive approach with participatory observation methods, actively involving students in the planning and execution of KOL campaigns. Data were obtained through analysis of campaign briefs, KOL databases, and social media performance metrics. The results indicate that the implementation of structured KOL management encompassing data-driven KOL selection, professional negotiation processes, and the preparation of clear and precise briefs successfully increased brand awareness and audience engagement on TikTok and Instagram platforms. Furthermore, the integration of consumer behavior and business communication theories into practical activities contributed positively to students’ professional readiness.