THE STRATEGY OF SATURDAY LOOKS’ INSTAGRAM CONTENT CREATOR TO BUILD BRAND ACTIVATION: A STUDY CASE OF NOVA

Abstract

Saturday Looks is a local brand that specializes in beauty. Saturday Looks needs to build trust to compete with foreign beauty brands as a local brand. One of the ways Saturday Looks can interact with their customer is by presenting interactive and informative content. This study aims to explain the strategy of content creator Instagram of Saturday Looks in presenting content to build Brand Activation to its consumers. The author uses a qualitative approach and case study methods. Data of this study was obtained by interviews with four informants, non-participant observation, documentation, and literature study. The results indicate that the content creator strategy by presenting interactive and informative content on Instagram Saturday Looks quite effective for consumers in building Brand Activation. It makes Saturday Looks a local brand that has quality content. The obstacle felt by Saturday Looks content creators is that it is difficult to find ideas for creating content. But even so, Saturday Looks content creators can still present interactive and informative content by taking advantage of existing trends. It is what makes Saturday Looks consumers still like the existing content.