PENERAPAN THREE WAYS STRATEGY DALAM KONTEN PROMOSI PRODUK FOREVER STAY COMFORT LIP GLAZE MELALUI PLATFORM INSTAGRAM (Analisis Isi Kualitatif di Akun Instagram @somethincoffcial)

The development of digital technology encourages brands to utilize social media as a marketing communication strategy, one of which is Instagram, which is considered effective in reaching a wider audience. Somethinc, as a local beauty brand, utilizes Instagram as a medium to promote its latest product, Forever Stay Comfort Lip Glaze, through various promotional contents. This study aims to analyze the implementation of the Three Ways Strategy, which includes pull strategy, push strategy, and pass strategy, in promotional content on the Instagram account @somethincofficial.

This study employs a qualitative approach with a descriptive research type and qualitative content analysis method. The theoretical framework used in this study is the Three Ways Strategy proposed by Thomas L. Harris. Data were obtained through documentation of Instagram content in the form of photos, reels videos, and captions uploaded during the period of February 18 to March 3, 2025, as well as literature review. The results show that Somethinc implements the Three Ways Strategy, where the pull strategy is realized through informative content highlighting product advantages, formula, and usage results. The push strategy is reflected in promotional content such as discounts and direct purchase invitations. Meanwhile, the pass strategy is implemented through collaborations with brand ambassadors and beauty content creators who play a role in building trust and a positive product image of Forever Stay Comfort Lip Glaze. The implementation of these strategies is considered effective in strengthening marketing communication and increasing product attractiveness on Instagram.