Aquviva’s Digital Marketing Communication Strategy in Building Brand Awareness Among Digital Natives

Abstract

Introduction/Main Objectives: The development of digital technology has changed the pattern of corporate marketing communications, particularly in building brand awareness among digital natives who are very active on digital media. Aquviva, as a bottled water brand, utilizes digital marketing communication strategies to reach this segment more effectively.

Background Problems: However, the high intensity of competition among bottled water brands in the digital realm requires a communication strategy that is not only informative, but also relevant, interactive, and capable of building emotional engagement with the digital native audience. The main issue of this study is how Aquviva's digital marketing communication strategy is implemented and plays a role in building brand awareness among digital natives.

Novelty: This study uses a qualitative method with a descriptive approach. Data collection techniques were carried out through in-depth interviews with Aquviva's internal parties, observation of Aquviva's digital marketing content and activities on social media, and supporting documentation. Data analysis was carried out using data reduction, data presentation, and conclusion drawing techniques to gain an in-depth understanding of the strategies used.

Research Methods: This study uses a qualitative method with a descriptive approach. Data collection techniques were carried out through in-depth interviews with Aquviva's internal parties, observation of Aquviva's digital marketing content and activities on social media, and supporting documentation. Data analysis was carried out using data reduction, data presentation, and conclusion drawing techniques to gain an in-depth understanding of the strategies used.

Finding/Results: Aquviva, as a new bottled water brand in 2025, successfully attracted digital native consumers with its creative and effective strategy through Omnichannel Content Strategy, which was proven by its success in transforming passive audiences into active participants through polls, Q&A, and user-generated content (UGC) features.

Conclusion: This study concludes that effective and creative strategies for a new product can attract and captivate existing consumers, even if there are many similar products. Aquviva has proven successful in increasing brand awareness through three successful stages, namely brand recognition, brand recall, and top of mind.