PENGELOLAAN KAMPANYE DIGITAL BIORE BREEZE SERIES BERBASIS MODEL SOSTAC PADA PLATFORM INSTAGRAM UNTUK MENINGKATKAN BRAND AWARENESS

The increasing mobility of Generation Z has created a growing demand for practical sweat care products, leading Biore to launch Biore Breeze Powder Sheet to complete the Biore Breeze Series with the positioning of "The 1st Complete Sweat Care Series in Indonesia." This condition highlights the need for a well-managed digital campaign to improve brand awareness. This study aims to describe the management of the Biore Breeze Series digital campaign on Instagram @id.biore using the concepts of Integrated Marketing Communication (IMC), digital campaign, social media, Instagram, STP, the SOSTAC model, SWOT analysis, brand awareness, and the role of an Account Executive. This study employed a descriptive qualitative method using observation, documentation, interviews, and a survey of 163 respondents. The author served as an Account Executive Intern by coordinating communication between the client and internal team, managing the publication of Always On Content and Key Opinion Leader (KOL) Content, and preparing campaign reports. The findings indicate that the digital campaign improved brand awareness, reflected by 90.2% of respondents recognizing Biore Breeze Deodorant, along with increases in reach, impressions, engagement, and engagement rate compared to the 2025 campaign. Therefore, the implementation of the SOSTAC model successfully supported the improvement of brand awareness from the unaware of brand stage to brand recognition.
Keywords: digital campaign, SOSTAC, Instagram, brand awareness, Biore Breeze Series.

Meningkatnya mobilitas Generasi Z mendorong kebutuhan akan produk perawatan keringat yang praktis sehingga Biore meluncurkan Biore Breeze Powder Sheet untuk melengkapi rangkaian Biore Breeze Series dengan positioning sebagai "The 1st Complete Sweat Care Series in Indonesia." Kondisi tersebut mendorong perlunya pengelolaan kampanye digital untuk meningkatkan brand awareness. Penelitian ini bertujuan mendeskripsikan pengelolaan kampanye digital Biore Breeze Series pada platform Instagram @id.biore menggunakan konsep Integrated Marketing Communication (IMC), kampanye digital, media sosial, Instagram, STP, model SOSTAC, analisis SWOT, brand awareness, dan peran Account Executive. Metode yang digunakan adalah deskriptif kualitatif dengan teknik pengumpulan data berupa observasi, dokumentasi, wawancara, dan survei terhadap 163 responden. Penulis berperan sebagai Account Executive Intern dalam mengoordinasikan komunikasi antara klien dan tim internal, mengelola publikasi Always On Content dan Key Opinion Leader (KOL) Content, serta menyusun campaign report. Hasil penelitian menunjukkan bahwa implementasi kampanye digital mampu meningkatkan brand awareness, ditandai dengan 90,2% responden telah mengenal Biore Breeze Deodorant serta meningkatnya reach, impressions, engagement, dan engagement rate dibandingkan kampanye tahun 2025. Dengan demikian, implementasi model SOSTAC mampu mendukung peningkatan brand awareness dari tahap unaware of brand menjadi brand recognition.
Kata kunci: Kampanye Digital, SOSTAC, Instagram, Brand awareness, Biore Breeze Series.