EFFECTIVE STRATEGY PLANNING OF INSTAGRAM INFLUENCER ENDORSEMENTS FOR VEE NATURALS COMPANY

• Main Author: Dila Sagata, Saskia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67614
• Institution: Institut Teknologi Bandung

There is shifting in people's lifestyle which is marked by the use of social media in beauty trends. This phenomenon is being addressed by beauty business owners in increasing the company's market share. Seeing the many opportunities that arise, beauty business owners are entrusting their products to be promoted by Instagram influencers in order to realize the company goals. However, many beauty companies are confused in choosing the type of Instagram influencer to use, and Vee Naturals is one of the beauty companies which has experience using nano influencers but the results are not satisfactory especially for increasing Instagram followers. This research aims to develop Instagram influencer endorsements strategy planning for Vee Naturals Company. This study begins with external and internal business situation analysis and summarize in SWOT analysis of the brand then the recommendation strategy formulated to solved the root cause that identified through fishbone diagram, such as improve the beauty influencer endorsements preparation (beauty influencers criteria and influencer brief for endorsement). Use Facebook Creator Studio to develop an Instagram posting schedule. Vee Naturals team members obtain knowledge regarding accounting and finance. Also receive funding from business competition and incubators and Vee Naturals brand should hire freelance employees / interns. In addition, other beauty business owners will benefit based on this research to improve the performance and results of Instagram influencer endorsements that will be conducted in the future. Keywords: Beauty Industry, Effective Strategy Planning, Endorsements, Instagram Influencers, Marketing. i