STRATEGI KOMUNIKASI PEMASARAN PRODUK SKINCARE MELALUI PEMANFAATAN ISU LINGKUNGAN DI MEDIA SOSIAL (Studi pada Campaign #Butter4YourLips #Better4ThisIsland di Akun Instagram @fromthisisland)

This research aims to analyze the marketing communication strategy for skincare products through the utilization of environmental issues on the @fromthisisland Instagram account in the #Butter4YourLips #Better4ThisIsland campaign. Using the AIDA model approach (Attention, Interest, Desire, Action), this study examines how the campaign successfully attracts attention, generates interest, creates desire, and encourages action among social media users.

Additionally, this research adopts Pull, Push, and Pass Strategies in marketing. The Pull strategy is used to attract audiences by providing engaging and relevant content, while the Push strategy is implemented through direct promotions that encourage users to interact with the product through Instagram features such as ads and stories. The Pass strategy is used to influence the brand's positive image.

Furthermore, SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis is used to identify internal strengths and weaknesses, as well as external opportunities and threats that affect the campaign's effectiveness. Research data was collected through in-depth interviews with followers of the @fromthisisland Instagram account and documentation of campaign posts on Instagram. The results show that the @fromthisisland skincare brand successfully used Instagram as an effective communication platform to increase brand awareness. This campaign utilized consistent and attractive visual content, as well as education about the importance of environmental sustainability.

The success of this campaign was supported by the active participation of Maudy Ayunda as CEO and co-founder, as well as collaboration with local communities in supporting the preservation of Indonesia's natural resources. This research provides an important contribution to understanding digital marketing communication strategies with an eco-friendly campaign approach, combining the AIDA model, SWOT, and pull, push, and pass strategies.