Impact of Digital Content Creation on Consumers’ Interest Toward Greek Yogurt-Based Products

Abstract

This internship took place at PT. Flora Adi Perkasa, a company that specializes in the production of Greek yogurt and its derivatives. The main assignment is to create engaging digital content, especially descriptive ones, for the company and its products. The digital content created during the internship will be applied to digital marketing channels including e-commerce and social media. The process is carried out entirely online from July 2021 to November 2021. As a relatively new brand in the market, Kalimera® products must increase its exposure to attract potential consumers. The products they currently offer are Kalimera® Paradise Chef, Kalimera® Greek Yogurt, Kalimera® Greek Yogurt Smoothies, Kalimera® Fruit Jam, and Kalimera® Dip & Dressing. For each one of these products, a description about their nutritional content, health benefits, and possible applications in a healthy diet is created. The digital contents, including visual and written ones, are crafted in such a way that makes any scientific information included more comprehensive to the general public.Since the results of the author’s work throughout this internship have not been applied to the marketing channels, analyses regarding the possible impacts of digital marketing toward Kalimera® products were made based on existing studies. It is highly recommended for PT Flora Adi Perkasa to put more attention and effort in digital marketing department if a significant result is expected.