PENYELENGGARAAN KOMUNIKASI PEMASARAN PEDULY MALANG MELALUI INSTAGRAM DALAM MENARIK MINAT GENERASI Z SEBAGAI VOLUNTEER (Studi Kasus pada Pengelola Akun Instagram @pedulymalang)

Entering the modern era, digital marketing communication activities can be accessed through various platforms. One of the platforms that is mostly preferred by Generation Z is social media, especially Instagram. This condition is in line with Peduly Malang which uses Instagram as a medium for marketing regarding projects aimed at its audience. This study aims to describe the implementation of Peduly Malang's marketing communication through Instagram in attracting the interest of Generation Z as volunteers. The method used in this study is a case study with a qualitative interpretative approach. The theory used is The Circular Model of SOME (Share, Optimize, Manage, Engage) by Regina Luttrell. The subjects of this study were carried out together with the Creative Staff and Volunteer Manager of Peduly Malang. The results of this study indicate that in the share phase, the @pedulymalang Instagram account manager pays attention to the Generation Z style, which must align with the values ​​of the uploaded content. In the optimize phase, creative staff and Volunteer Managers strive to gain insights into content development. In the manage phase, content and team evaluations are conducted to develop optimal content management strategies. In the engage phase, user-generated content (UGC) is utilized through the Volunteer of the Month (VOTM) program, which is participated in by volunteers. Overall, this theory provides an understanding of the implementation of marketing communications through the @pedulymalang Instagram account as a medium for marketing social projects, with content management designed to attract Generation Z volunteers.