Social Media Content Strategy “Riding the Wave” of the Film Series "Gadis Kretek" on the Instagram Account of the Life Insurance Brand Astra Life
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Social media has reshaped marketing, with brands leveraging viral trends to boost engagement. This study explores Astra Life’s use of the "Riding The Wave" strategy, aligning its digital campaign with the Netflix series Gadis Kretek to promote life insurance awareness.
Using qualitative analysis, including interviews and social media metrics, the research finds that astralife.id saw a 0.34% rise in profile visits and 7.95% follower growth through paid ads, while ilovelife.co.id had limited engagement relying on organic content. Astra Life adapted visual elements from the series to align with its messaging while maintaining copyright compliance.
Results show that trend-based marketing can enhance engagement and insurance literacy, though paid promotion is crucial for maximizing impact. Future studies should examine long-term effectiveness and new digital content formats for audience outreach.
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