Enrichment Program

Analysis Of The Effectiveness Of Various Digital Content Types On Engagement Rates For Prenagen Myanmar And Milna Malaysia

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Milna, a specially formulated collection of breastfeeding complementary foods (weaning foods), and Prenagen, a low-fat milk for pregnant moms aimed at nutrition preparation for pregnancy and breastfeeding, both created by PT. Sanghiang Perkasa, a Kalbe company, embarked on a strategic initiative to cultivate product awareness during its introductory phase in the Malaysian market for Milna and Myanmar market for Prenagen. The intern spearheaded a project aimed at investigating the disparity between static informative and album-type content and engagement-type and video (motion) content and the perception that different content pillar types would be more effective in different mediums of postings. The methodology involved a comprehensive analysis of all content posted on Milna Malaysia’s and Prenagen Myanmar’s respective Facebook pages, followed by a statistical analysis utilizing an independent T-test to compare the two content categories. The findings for both Milna Malaysia and Prenagen Myanmar revealed a highly significant difference in engagement rates, substantiated by a P-value below 0.01 in the T-test, signifying less than a 1% probability that the observed difference between the datasets is inconsequential. As a culmination of the internship and project, the strategic approach adopted by the intern involved organizing a more diverse content pillar selection to retain the audience attention as well as a priority on relevant and trending content, while maintaining a greater posting volume for engagement and video (motion) content in the content strategy complemented by periodic static informative and album content to uphold a stronger brand identity and reinforce audience product knowledge.

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Availability

Detail Information

Series Title

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Call Number

EP BE-005

Publisher

i3L, Jakarta : i3L, Jakarta., 2024

Collation

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Language

English

ISBN/ISSN

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Classification

EP BE-005

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Engagement rates
Myanmar
Product awareness
Content pillar
Milna
Prenagen
Malaysia

Specific Detail Info

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Statement of Responsibility

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Other version/related

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