Proceedings of 1st Workshop on Environmental Science, Society, and Technology, WESTECH 2018, December 8th, 2018, Medan, Indonesia

Research Article

Wingkorolls Instagram Marketing Strategy

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  • @INPROCEEDINGS{10.4108/eai.8-12-2018.2283867,
        author={I  Muslimah},
        title={Wingkorolls Instagram Marketing Strategy},
        proceedings={Proceedings of 1st Workshop on Environmental Science, Society, and Technology, WESTECH 2018, December 8th, 2018, Medan, Indonesia},
        publisher={EAI},
        proceedings_a={WESTECH},
        year={2019},
        month={6},
        keywords={instagram marketing; wingkorolls; imc},
        doi={10.4108/eai.8-12-2018.2283867}
    }
    
  • I Muslimah
    Year: 2019
    Wingkorolls Instagram Marketing Strategy
    WESTECH
    EAI
    DOI: 10.4108/eai.8-12-2018.2283867
I Muslimah1,*
  • 1: Faculty of Social and Political Science, Universitas Diponegoro, Semarang, Indonesia
*Contact email: risa_spensaa@yahoo.com

Abstract

Nowadays, the social media change the marketing strategy into online business such as through facebook, twitter, Instagram, etc. Instagram in present-day becomes social media that online business or common people used massively. According to APJII 2016, an Instagram user in Indonesia was 15% more than the user of Youtube and Twitter. 62% of which, used it for online shopping and 34.2% utilized for personal business. The food is branded as a specific characteristic of city that increasingly marketed by Instagram, such as Makuta Bandung founded by Laudya Cintya Bella (370.000 followers, 3617 posts), Strudle Malang founded by Teuku Wisnu (133.000 followers, 4813 posts), Wife Cake owned by Chelsea Olivia (72.800 followers, 744 posts) and Wingkorolls in Semarang that is owned by Dewi Sandra. (37.200 followers, 1246 posts). It is interesting to examine "How does Wingkorolls escalate their follower through positioning form and brand on Instagram?". The output of this examination is that Wingkorolls has a positioning: typical food of Semarang, daily snack and as a present brought back from a trip for a family. Wingkorolls brand is known as premium, delicious, modern, unique and personal brand of Dewi Sandra also as an endorser of popular celebrity. Strategy pull marketing is used to create the promotion through interactive dialogue, network, and viral marketing or electronic worm to escalate awareness and interest.