BUILDING AN EFFECTIVE INSTAGRAM PROMOTION STRATEGY FOR CAMELIFE COMPANY

• Main Author: Rizky Abdullah Bali, Mohammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67499
• Institution: Institut Teknologi Bandung

The problem faced by Indonesia is the protein intake is still from grains and plant-based food based on data from BPS by March 2020 Susenas by 30,91% still consumed grains and plant-based food. Based on the consumer problem and market opportunity, CAMELIFE is a company that creates a Sport Supplement product in the form of a Whey Protein supplement, that helps customers fulfil their daily needs for protein. With the feature offered by Instagram CAMELIFE is using Instagram as the main platform to promote the brand. However, CAMELIFE Instagram promotions perform poorly that leads to low engagement of the Instagram account and causing lack of sales in the company. Because of the situation, Instagram Promotion strategy should be developed for CAMELIFE to increase its Instagram performance. The objective of this research is to develop effective Instagram promotion marketing strategies for CAMELIFE. This study utilized a problem-solving approach by analyzing the external and internal factors that influenced CAMELIFE's Instagram promotion strategy and using Fishbone analysis to capture the findings as root causes. The implication of this research is the implementation of solutions which is Hiring new human resources in order to streamline the work process in order to maximize the promotion strategy potential, Register to incubator program to gain additional funding, Joining online digital marketing course to optimize, Developing Instagram Content Plan, Endorsement and Giveaway Activation in order to create content activation and gain more engagement, and the development of an action plan for an effective Instagram promotion strategy. Keywords: Camelife, Instagram Promotion, Online Sales, Sports Supplement Business