ANALYZING THE EFFECTIVENESS OF MARKETING STRATEGY IN INSTAGRAM: A CASE STUDY OF WIPS BY RCKWE COMPANY

• Main Author: Chandraca Tidara, Claudia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78592
• Institution: Institut Teknologi Bandung

Currently, with the exceptional strong effect of globalization, digitalization, and social media, the way people or companies promote it’s brand also evolving. Numerous companies and promoters change their business models from traditional marketing methods into more innovative digital marketing methods. There are exaggerate the amount of local Brand in Indonesia who produce the woman footwear. To survive in this filed, RCKWE Co. creates local brand product specialist in shoes named WIPS. WIPS BY RCKWE used Instagram as a media campaign, but it seems quite not effective. The owner would like to grab market from Instagram since the opportunities are high, there are several methods to increase the number of followers and sales in Instagram those are the hashtag, endorsement, and paid promote. Qualitative research is applied for this research by using the observation method is to apply the marketing method in WIPS BY RCKWE Instagram. The researcher observed each method in three days period. The data collected from the observation noted by the researcher. The second method is the direct interview with ten respondents to convince whether the strategy was suitable to be implemented for WIPS BY RCKWE company. The result of this study are confirmed that the use of the hashtag, paid promote and endorsement is effective to increase followers and sales of start-up fashion business.