This paper presents a comprehensive integrated marketing communication (IMC) strategy designed to enhance brand awareness among millennial consumers. Recognizing the unique preferences and behaviors of millennials, the strategy leverages a combination of traditional and digital marketing channels to create a cohesive brand experience across multiple touchpoints. Key elements of the IMC strategy include social media marketing, influencer partnerships, content creation, experiential marketing events, and targeted advertising campaigns. By aligning messaging, visuals, and interactions across channels, the strategy aims to resonate with millennial audiences and foster deeper brand engagement. Case studies and examples illustrate the effectiveness of this approach in driving brand awareness and generating positive consumer perceptions. Ultimately, the "Millennial Magnet" IMC strategy offers a roadmap for brands seeking to connect with this influential demographic and establish a strong presence in the marketplace.

Integrated marketing communication, millennial consumers, brand awareness

Anas, D. S. (2019). Strategi Integrated Marketing Communication Dalam Peningkatan Bra nd Awareness. Jurnal IKON, 23(2), 84–93. repository.upi-yai.ac.id

Belch, G. E., & Belch, M. A. (2003). Advertising and Promotion: An Integrated Marketing Communications Perspective.New York: McGraw Hill.

Blakeman, R. (2007). Integrated Marketing Communication: Creative Strategy From Idea To Implementation. Maryland: Rowman & Littlefield Publishers.

Budiati, I., Susianto, Y., Adi, Ponco, W., Ayuni, S., Reagan, Asri, H., Larasaty, P., Setiyawati, N., Pratiwi, Ira, A., & Saputri, Gigih, V. (2018). Statistik Gender Tematik: Profil Generasi Milenial Indonesia. Jakarta: Kementerian Pemberdayaan Perempuan dan Perlindungan Anak.

Desi, Presiana, Y., dan Helena, M. (2017). Implementasi Integrated Marketing Communication (IMC) Dalam Memperkuat Brand Swaragama Group Yogyakarta. Jurnal Ilmiah Manajemen Informasi Dan Komunikasi, 1(1), 34–41. http://ojs.mmtc.ac.id/index.php/jimik/article/view/47/24

Khizar, Nida; Farooqi, Saira; Rehmat, Maryam; Naz, Farah. (2016). Effect of Integrated Marketing Communication Components on Brand Awareness and Customer Loyalty in Beverage Sector. Journal of Commerce, Economics, and Social Science,10(2).

Kotler, P., and Keller, K. (2009). Marketing Management.NewJersey: Pearson Education Inc.Kotler, P., and Armstrong, G. (2012). Principles of Marketing.Upper Saddle River: Pearson Prentice Hall. https://doi.org/10.2307/2548367

Krypton, A. (2018). Strategi Peningkatan Brand Awareness Mobile Ticketing Apps melalui Metode Integrated Marketing Communication. Jurnal Sosial Humaniora Terapan,1(1), 41–50.