DEVELOPING CONTENT STRATEGY TO INCREASE THE EFFECTIVENESS OF LOOK AT ME INSTAGRAM ACCOUNT

• Main Author: Hanifah, Reska
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57269
• Institution: Institut Teknologi Bandung

Public awareness of social issues is still low, this is evidenced by the behaviour or attitudes of the Indonesian people towards existing social problems. Step that must be taken to reduce the number of social problems is to know and be aware of these social problems and learn how to overcome them. Therefore, Look at Me seeks to raise social issues as an effort to spread public or community awareness about social issues. In order to be more aware and understood, Look at Me packages it in a unique and cheerful way, making it easy to understand. Therefore, Look at Me is a local fashion brand that focuses on social issues in Indonesia and raises these issues into a pattern of Look at Me’s products. Since the beginning Look at Me was formed, the main platform used to promote brands, increase brand awareness, and sell the product on Instagram. Instagram is also one of the platforms dominated by women and millennials who are the target market for Look at Me. Currently, the problem that arises on the Look at Me Instagram account, is that Look at Me has not maximized the existing business features and does not yet know what the target market preference is. This causes low engagement, fluctuating and decreasing followers. Using external analytical methods such as Five Porter Forces, PESTEL Analysis, customer insight with a quantitative approach to survey methods, and benchmarking analysis with four of Look at Me's direct competitors. The second one is Internal Analysis by analyzing the company's internal condition. Both of them the external and internal analysis concluded in SWOT analysis and root cause using fishbone diagrams. This study aims to gain insights related to the performance of the Look at Me Instagram account, which hopefully can be a reference for improving and proposing the best content strategy plan to increase the effectiveness of the Instagram Look at Me account in order to maintain stable engagement and increase the audience of Look at Me Instagram account. After doing an analysis of the company's current internal and external conditions, researcher able to find the root cause of Look at Me, namely the lack of engaging content because Look at Me does not understand customer needs. Through this research, it also produces business solutions based on the results of the Look at Me Instagram account conditions and followers' preferences.