Abstract:
The rapid growth of digital campaigns in Indonesia has led to the widespread use of
influencers as a key strategy for brands to engage with their target audiences. With the
popularity of Influencer marketing in Indonesia, LIT SOCIAL agency can help brands to
communicate their brand and products through influencer marketing. One of the brands that
use influencer marketing on Ovale, Ovale is a beauty brand founded in 1999. To make sure
their brand feels close and connected to their customers, Ovale is active in collaboration with
influencers. This research uses a qualitative method and conducted a case study on LIT
SOCIAL Agency. This research highlights how does LITSOCIAL agency utilize Key
Opinion Leaders (KOLs) to boost engagement for Ovale's October 2024 2-in-1 Facial Lotion
campaign, with theory Integrated Marketing Communications which focuses on social media
marketing, two-steps flow theory, digital consumer behavior, and electrical word of mouth.
