INFLUENCER MARKETING STRATEGIES IN OVALE’S OCTOBER 2024 CAMPAIGN: A QUALITATIVE CASE STUDY

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.