Establish for Brand Recall of Pillow Product by Using SOSTAC Model Through Instagram @afi_bantal

Lidya Radiatul Janah; Kumala Hayati

Establish for Brand Recall of Pillow Product by Using SOSTAC Model Through Instagram @afi_bantal

Authors

Lidya Radiatul Janah UPNVJ
Kumala Hayati

Keywords:

Marketing Communication, Brand Recall, Instagram, SOSTAC

Abstract

Previously, pillows were undervalued, but rapid technological advancements and widespread social media use have heightened awareness of quality sleep products. Instagram, with 103 million active users in Indonesia, has become a crucial online marketing platform, intensifying competition among small brands. While social media marketing studies abound, research on small businesses employing the SOSTAC model for brand recall on Instagram is limited. This study examines marketing efforts for the @afi_bantal brand using the SOSTAC framework. Employing a descriptive qualitative method, data were gathered from primary sources (observations, interviews) and secondary sources (documents), analyzed via Miles and Huberman's technique. Findings reveal that SOSTAC provides a comprehensive structure for marketing activities: situational analysis, objectives focused on brand recall, strategies via STP (Segmentation, Targeting, Positioning), tactics involving engaging content and customer testimonials, actions emphasizing content quality, and control through performance monitoring. However, challenges persist in maintaining content consistency, fully utilizing Instagram features, and regularly evaluating brand recall.

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Establish for Brand Recall of Pillow Product by Using SOSTAC Model Through Instagram @afi_bantal