DEVELOPING BRAND AWARENESS AND ENGAGEMENT STRATEGY THROUGH INSTAGRAM: A CASE OF NALA BEAUTY

• Main Author: Rehuli Servitya G., Gabriela
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84144
• Institution: Institut Teknologi Bandung

The beauty industry has experienced a significant shift towards digital platforms, driven by the recognition of the immense potential for online marketing. Brands are increasingly leveraging social media to reach and engage with consumers globally. Nala Beauty, a brand specializing in beauty workshops, has adopted Instagram as a primary platform to enhance brand awareness and engagement, with the goal of becoming the top choice for consumers. By focusing on Instagram, Nala Beauty aims to highlight the uniqueness of its workshops and deliver both emotional and functional value to its audience. The brand's marketing strategy is guided by the AIDAL (Awareness, Interest, Desire, Action, Loyalty) funnel, which ensures a structured approach to building customer loyalty. To stand out from competitors and capture market interest, Nala Beauty’s social media strategy must consider the market trends, the alignment with the audience needs, and the brand's overall goals. This study employs a problem-solving methodology, assessing both external and internal factors that influence Nala Beauty's Instagram marketing strategy. By applying the 5 Whys analysis, the research uncovers the fundamental causes of the current challenges and offers specific solutions. The study's conclusions lead to practical recommendations for creating a more engaging and effective Instagram marketing strategy, highlighting the necessity for financial backing to successfully implement these strategies.