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The Viral Dessert and Its Advertising

11 Desember 2020   12:48 Diperbarui: 11 Desember 2020   14:57 484
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Kompasiana adalah platform blog. Konten ini menjadi tanggung jawab bloger dan tidak mewakili pandangan redaksi Kompas.
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Najla Farid Bisyir-Owner of Bittersweet by Najla/akurat.co

Lately, the dessert box has become the choice of dessert for millennials. This popular dessert box was created for the first time in Indonesia by Bittersweet by Najla, a culinary business owned by a great woman named Najla Farid Bisyir.

Bittersweet by Najla-One of the culinary businesses that is quite viral in 2020 is known for one of its most phenomenal products, that is dessert box with various types of flavors, such as turkish, regal, lotus, milk bath, belgium, and many more. The price is also very affordable, in the range of IDR 60,000 to IDR 75,000.

makanabis.com
makanabis.com
Reporting from kumparan.com, this culinary business began with the owner's prank uploading a photo of her bake, namely Cinnamon Roll which then reaped a lot of positive responses and grew until Najla gave birth to Bittersweet by Najla in 2016 with other new menus, such as the Hokkaido tart, cake slice, and cake jar. The new dessert box was born in 2017 as an alternative to the too small cake jar.

Reporting from wartaekonomi.co.id, Bittersweet by Najla is able to sell up to 2,000 dessert boxes a day, 90% of which come from online. Currently, Bittersweet by Najla already has 40 resellers in various cities in Indonesia and 2 official outlets located in Kemang and Kalibata.

The high interest in products from Bittersweet by Najla is inseparable from the marketing strategy used. The marketing strategy used by the 35 years old woman almost fully utilizes social media. Quoting from the belifollowers.com page, the following are some of the strategies the owner uses in marketing and promoting their products.

1. Regularly upload content

By doing this, they seem to keep their followers well by providing content that can attract the public to find out more about the products they offer.

2. Using the services of an artist for promotion

No wonder the dessert box made by Bittersweet by Najla is viral, this is because many artists, influencers, celebrities, and tiktok celebrities are also promoting this Bittersweet by Najla product.

"... gak ngerti lagi ..."

"... seenak itu ..."

"... rasanya mau meninggal ..."

Some of the expressions above are characteristics of celebrities in reviewing this Bittersweet by Najla product, this is what makes ordinary people more curious about the taste of the dessert box.

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