Instagram-Based Marketing Communication Strategies in Building Brand Awareness: The Case of Kingkong Mosquito Coil

The rapid development of digital media has transformed marketing communication practices, encouraging brands to utilize social media platforms to build and maintain brand awareness. Instagram, as a visually oriented and interactive platform, offers strategic opportunities for engaging consumers and reinforcing brand recognition and recall. This study aims to analyze Instagram-based marketing communication strategies used by PT Hasta Lestari Jaya in building brand awareness for Kingkong Mosquito Coil. The research adopts a qualitative descriptive approach with a case study design. Data were collected through in-depth interviews with digital marketing practitioners and followers, non-participant observation of Instagram content, and documentation of visual materials and engagement features. The findings reveal that brand awareness is constructed through an integrated strategy involving consistent visual identity, clear product differentiation, diversified content formats, and active audience interaction. The use of dominant visual elements, such as color and brand symbols, strengthens brand recognition, while storytelling, educational, and humorous content enhances brand recall. Audience engagement through interactive Instagram features contributes to familiarity and perceived closeness between the brand and consumers. This study concludes that Instagram functions not only as a promotional tool but also as a communicative space that enables traditional household products to adapt to contemporary digital environments. The findings provide practical insights for marketers in leveraging social media to sustain brand awareness amid changing consumer communication patterns.