CREATIVE STRATEGY FOR ART INSTALLATION ADS (STUDY ON @MUSEUMOFTOYS ACCOUNTS ON INSTAGRAM SOCIAL MEDIA)

Abstract

The Museum of Toys is a seller of "art toys" in Indonesia which has succeeded in arousing public interest and curiosity through the advertising concepts it creates. This study discusses the creative strategy of art installation advertisements carried out by art toys sellers on Instagram social media. This research raises issues in the field of marketing communications, especially advertising creative strategies. This study used a qualitative approach and data collection methods which included observations of the Museum of Toys Instagram account, interviews, documentation in the form of photos, and literature study to corroborate the research results. The interview was conducted with the founder and owner of the @museumoftoys account on Instagram social media. The results of the study show that in order to properly and correctly apply creative advertising strategies on Instagram social media, art toys sellers must pay attention to and use three types of creative strategies in advertising, namely being creative in making advertising messages, creative in using media so that they can match the target market. that have been determined or right on target, and creative in managing the budget. By mastering these three creative advertising strategies, art toys sellers will increase their sales profits and introduce their products to a wider audience.