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"[ ABSTRAKDalam perkembangannya, industri kini menjadi semakin dinamis dan kompetitif. Hal ini menuntut sebuah merekuntuk semakin kreatif dalam merancang strategi yang tepat kepada konsumennya untuk berlomba menciptakandaya tarik dan minat khalayak terhadap suatu merek tersebut. Keterlibatan konsumen yang kuat kemudianmenjadi unsur yang ingin dicapai dari sebuah merek demi memenangkan hati konsumen di antara merek-mereklain. Pemahaman akan konsumen dapat dianalisis menurut subkultur umur yang antara lain terbagi ke dalamgenerasi X dan Y. Makalah ini meneliti keterlibatan konsumen yang terbangun dalam kampanye perayaan 100tahun Oreo dikaitkan dengan karakter generasi X dan Y. Melalui penelitian kualitatif dengan metode penelitianstudi kasus, makalah ini ingin membuktikan bagaimana pemahaman akan konsumen dilihat dari kategoriumurnya, dapat menghasilkan strategi komunikasi yang tepat dan menciptakan keterlibatan konsumen yang kuatdengan sebuah merek.

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ABSTRACT

Nowadays, industries are acting dynamically and competitively as their development. This is the reason, that

brands are competing against each other when it comes to creativity, and planning the right strategy that

eventually create public awareness and interests for the brand itself. Customer engagement is the key factor for

a brand to win the hearts of consumer among other brands. Understanding the consumer behavior can be

analyze by doing an age sub-culture that are divided by X generation and Y generation. This paper is about a

research of customer engagement that applied on the Oreo 100th year anniversary that is associated with X

generation and Y generation. By doing a qualitative research with study case method on the research, this paper

wants to prove how understanding consumer based on their age, can create an effective communication

strategies and strong involvement between consumer and brands.;Nowadays, industries are acting dynamically and competitively as their development. This is the reason, that

brands are competing against each other when it comes to creativity, and planning the right strategy that

eventually create public awareness and interests for the brand itself. Customer engagement is the key factor for

a brand to win the hearts of consumer among other brands. Understanding the consumer behavior can be

analyze by doing an age sub-culture that are divided by X generation and Y generation. This paper is about a

research of customer engagement that applied on the Oreo 100th year anniversary that is associated with X

generation and Y generation. By doing a qualitative research with study case method on the research, this paper

wants to prove how understanding consumer based on their age, can create an effective communication

strategies and strong involvement between consumer and brands.;Nowadays, industries are acting dynamically and competitively as their development. This is the reason, that

brands are competing against each other when it comes to creativity, and planning the right strategy that

eventually create public awareness and interests for the brand itself. Customer engagement is the key factor for

a brand to win the hearts of consumer among other brands. Understanding the consumer behavior can be

analyze by doing an age sub-culture that are divided by X generation and Y generation. This paper is about a

research of customer engagement that applied on the Oreo 100th year anniversary that is associated with X

generation and Y generation. By doing a qualitative research with study case method on the research, this paper

wants to prove how understanding consumer based on their age, can create an effective communication

strategies and strong involvement between consumer and brands., Nowadays, industries are acting dynamically and competitively as their development. This is the reason, that

brands are competing against each other when it comes to creativity, and planning the right strategy that

eventually create public awareness and interests for the brand itself. Customer engagement is the key factor for

a brand to win the hearts of consumer among other brands. Understanding the consumer behavior can be

analyze by doing an age sub-culture that are divided by X generation and Y generation. This paper is about a

research of customer engagement that applied on the Oreo 100th year anniversary that is associated with X

generation and Y generation. By doing a qualitative research with study case method on the research, this paper

wants to prove how understanding consumer based on their age, can create an effective communication

strategies and strong involvement between consumer and brands.]"