Peran Creative Director Dalam Meningkatkan Brand Awareness Brodo Active Melalui Video Iklan Komersial Pada Youtube

The presence of advertising serves as a strategic response to the intensifying competition for consumer attention. Advertising specifically aimed at promoting a brand or product is categorized as commercial advertising. Technological advancements and media developments have facilitated the diversification of advertising formats, including the emergence of online advertisements, with commercial video ads now representing a dominant form. This innovation has been widely leveraged by brand owners to enhance exposure and marketing performance, with Brodo being one such brand to implement this strategy. Brodo, a local footwear brand established in 2010, has experienced rapid growth by offering a diverse range of footwear models, including formal shoes, casual shoes, boots, and sneakers. In 2021, Brodo introduced its latest product line, Brodo Active, a category of sports shoes designed for consumers seeking comfortable footwear for physical activities, sports, or an active lifestyle. Despite being a recent addition compared to Brodo's existing footwear offerings, the Brodo Active line faces challenges in raising consumer awareness. Consequently, a commercial video advertisement for Brodo Active presents an effective solution for increasing brand awareness. By utilizing YouTube as the primary distribution platform given its status as the most widely used social media, particularly for video content consumption, Brodo can more effectively reach its target audience. Furthermore, the creative director plays a crucial role in overseeing and managing the entire production process, from pre-production to post-production, ensuring that the advertisement aligns with the brand's objectives.