MERDEKA BELAJAR KAMPUS MERDEKA: THE IMPLEMENTATION OF DIGITAL MARKETING COMMUNICATION THROUGH INSTAGRAM TO BUILD BRAND AWARENESS OF HAFECS EDUCATION SERVICES

Abstract

The company utilizes digital marketing communications to run the business, especially in education. One of the education sector companies is HAFECS, which utilizes digital marketing communications through Instagram to build brand awareness. Instagram is the most popular social media and plays an essential role in digital marketing communication. This study aims to analyze the implementation of digital marketing strategy through Instagram @hafecs.id to build brand awareness of HAFECS in the Magang dan Studi Independent Bersertifikat program by the Ministry of Education and Culture within the period August 23 to December 31, 2021. The implementation of the digital marketing strategy of HAFECS is divided into four stages: planning processes, content strategy, strategy implementation, and process evaluation. The study results show that two content strategies have a good performance on Instagram @hafecs.id: educational content and quiz content strategy. The digital marketing division successfully achieved an increasing number of 2.911% in content engagement and 9.3% in the total followers of Instagram @hafecs.id during the project. Finally, implementing a digital marketing strategy successfully builds brand awareness of HAFECS from the lowest level, which is unaware brand to be the second level, brand recognition according to the brand awareness pyramid.