STRATEGI REBRANDING SHOEPOLICE

(Studi Kasus Channel YouTube Shoepolice)

Abstract

ABSTRACT

This study explores the communication strategy behind the rebranding of the YouTube Channel Shoepolice, formerly known as Shoeworkshop. Initially designed as a promotional platform for shoe repair services, the Channel faced stagnation in audience growth, which prompted the creative team to reconsider its identity. Through rebranding, Shoeworkshop transformed into Shoepolice, positioned as an educational Channel that is critical, informative, and entertaining. The study employed a qualitative approach with a case study method, collecting data through in-depth interviews with six key informants, observation of YouTube content, and digital documentation. Findings indicate that rebranding was not merely a change of name and logo, but rather a strategic communication process involving storytelling narratives, adjustments in communication style, production consistency, and cross-platform distribution via Instagram and TikTok. The challenges included limited human resources, the need to communicate transitions to existing audiences, and competition with similar Channels. Nevertheless, by implementing a well-planned strategy, Shoepolice succeeded in strengthening emotional bonds with audiences, expanding its reach, and increasing engagement. As a result, its subscribers grew significantly, from 900 to 100,000 within just one year.

Keywords: communication strategy, rebranding, YouTube, digital branding, Shoepolice

ABSTRAK

Penelitian ini membahas strategi komunikasi dalam proses rebranding Channel YouTube Shoepolice yang sebelumnya bernama Shoeworkshop. Channel tersebut awalnya digunakan sebagai media promosi jasa reparasi sepatu, namun stagnasi pertumbuhan audiens membuat tim kreatif menilai perlu adanya perubahan identitas. Melalui rebranding, Shoeworkshop kemudian diubah menjadi Shoepolice, dengan positioning baru sebagai Channel edukasi sepatu yang kritis, informatif, sekaligus menghibur. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus, serta mengumpulkan data melalui wawancara mendalam dengan enam informan inti, observasi konten di YouTube, dan dokumentasi digital.Hasil penelitian menunjukkan bahwa rebranding tidak sekadar pergantian nama dan logo, melainkan proses komunikasi strategis yang mencakup penyusunan narasi storytelling, penyesuaian gaya komunikasi, konsistensi produksi, serta distribusi lintas platform melalui Instagram dan TikTok. Hambatan yang muncul antara lain keterbatasan sumber daya manusia, tantangan dalam mengomunikasikan perubahan kepada audiens lama, serta persaingan dengan Channel lain yang sejenis. Meski demikian, strategi komunikasi yang terencana membuat Shoepolice mampu meningkatkan kedekatan emosional dengan audiens, memperluas jangkauan konten, serta meningkatkan engagement. Dampaknya, jumlah subscriber meningkat signifikan dari 900 menjadi 100.000 hanya dalam kurun waktu satu tahun.

Kata Kunci: strategi komunikasi, rebranding, YouTube, branding digital, Shoepolice