Keywords : brand value
European Journal of Molecular & Clinical Medicine,
2020, Volume 7, Issue 1, Pages 3794-3802
Social media campaigns activities are increasingly carried out by company along with the increase in internet users in Indonesia. Through social media, company are able to create relations, reputations, and relevance with targeted market. The purpose of this study is to examine how social media campaigns is implemented in promoting Hijrah as brand value of Muslim Fashion product. This study used qualitative with case study method to elaborate four stages of a social media campaign: listening, strategic design, implementation and monitoring, and evaluation. Data collecting through observation, documentation and in-depth interviews with owners and employees of companies that are the object of research. The results showed that the company focused on the use of Instagram as a medium to communicate Hijrah as brand value propositions in social media campaigns activities. Besides, the rise of Instagram users and its user friendly, company believe that Instagram offers a form of more interactive communication through various feature that is not offered by other social media. Finding suggest, company should consider others social media application to be valuable asset to social media campaigns strategy.