Social Media Campaign Planning on Instagram for Brand ABC to Increase Awareness and Engagement

Abstract

This research is created to plan the Instagram Social Media Campaign for Brand ABC to increase awareness and engagement. The design made uses the 4D formula (Discover, Define, Deliver, Drive).This study employs a qualitative method with a descriptive analysis approach. The results of the design show: 1) Discover. Brand ABC, which has an elegant and minimalist branding, creates a brand that has a user persona of a woman who is often active and needs comfortable and stylish abayas. ABC has 2 competitors who are also active on social media Instagram and sell in the marketplace. ABC has potential in terms of awareness and engagement. 2) Define. The campaign during this period uses the hashtag #BersamaABC with the objective of increasing awareness by 35% and engagement by at least 50. 3) Deliver. Content pillars are divided into 4 with different percentages. In addition to creating a content plan, other activations that can maximize objectives include collaborating with influencers, live streaming, and creating community channels. 4) Drive. In the budgeting plan, the costs incurred include influencer financing, Meta Ads, and Shopee Ads. The timeline is designed in a weekly format and filled with the main content for that week.