STRATEGI KOMUNIKASI PEMASARAN DIGITAL COVER CLEARANCE DALAM MENINGKATKAN BRAND AWARENESS DI INSTAGRAM

The rapid development of information and communication technology has transformed how companies communicate with consumers, especially through social media platforms like Instagram. This study aims to analyze the digital marketing communication strategy of Cover Clearance in enhancing brand awareness on Instagram. Using a qualitative approach with a constructivist paradigm and a case study method, this descriptive research collects data through in-depth interviews and documentation. The SOSTAC model is employed as a theoretical framework to understand the planning and implementation of the digital marketing strategy.
The results show that Cover Clearance leverages its established stakeholder network, optimizes educational and entertainment content through Instagram features such as Reels, and collaborates with cover musicians and digital music industry platforms. Despite challenges related to limited resources and legal sensitivities around cover music, Cover Clearance successfully adapts its communication strategy with visual consistency and a personalized approach to a specific audience. Evaluation and monitoring are conducted manually using Instagram Insights and ads reporting data to ensure campaign effectiveness.