Visual Marketing Communication Strategy to Enhance Brand Awareness: A Qualitative Study on Aerostreet’s Use of Oversized Shopping Bags as a Promotional Tool in Indonesia
Abstract
This study examines the impact of Aerostreet's visual marketing strategy, particularly the use of oversized shopping bags, on brand awareness. It explores how this striking visual element influences brand recognition, consumer behaviour, and social media engagement. The study focuses on three main questions: how the oversized shopping bag affects Aerostreet’s brand awareness, its impact on consumer reactions and behaviours, and how consumers interact with this visual promotion on social media. In a competitive digital marketplace, this research highlights how distinctive visual marketing strategies can attract attention and enhance brand recall. The conceptual framework integrates visual marketing, branding, and merchandising as key drivers of brand awareness. A qualitative approach was employed, involving direct observation and content analysis of social media related to the oversized shopping bag. The study finds that Aerostreet’s use of brightly coloured, oversized shopping bags serves as an effective visual marketing strategy in capturing attention, generating emotional engagement, and encouraging spontaneous interaction on social media. This leads to impulsive purchases, viral promotional reach through electronic word-of-mouth (e-WOM), and stronger brand awareness and loyalty. These findings align with the Stimulus-Organism-Response (SOR) model, wherein the bag, as a visual stimulus, evokes emotional and behavioural responses from consumers. Moreover, the Nusantara edition reflects a cultural approach that strengthens local identity and brand appeal. This study contributes to the discourse on marketing communication and underscores the importance of creative visual promotion strategies in the digital age.
Keywords: Brand awareness enhancement, cultural branding, marketing communication, viral marketing concepts, visual marketing strategies.
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