STRATEGI @IDEAL.IND DALAM MEMBANGUN BRAND AWARENESS DI ERA DIGITAL

Abstract

The digital revolution has encouraged organizations to utilize social media as a medium for building brand awareness. However, amid increasingly intense content competition, the level of public awareness of IDEAL Indonesia on Instagram has not yet been fully optimized. This study aims to analyze the strategies implemented by @ideal.ind in building brand awareness and to identify the supporting and inhibiting factors in optimizing brand awareness. This research employed a descriptive qualitative approach using a case study method. Data were collected through in-depth interviews with internal members of the organization and followers of the @ideal.ind Instagram account, supported by observations of Instagram content. The analysis was conducted using the The Circular Model of SoMe theory. The findings indicate that @ideal.ind has implemented the four stages of the model Share, Optimize, Manage, and Engage, although their implementation has not yet been fully optimized. Supporting factors include content quality and team innovation, an extensive organizational network, operational support, and a well-managed partner database. Meanwhile, the inhibiting factors consist of uneven human resource quality, less relevant content, the dominance of feed posts over Reels, and slow responses from external partners. The findings also show that the implementation of communication strategies through the four stages of The Circular Model of SoMe contributes to supporting the development of brand awareness for @ideal.ind on Instagram, although further optimization in several aspects is still needed to enhance the effectiveness of the communication strategy.