Building an Effective Instagram Promotion Strategy for CAMELIFE Company

The problem faced by Indonesia is the protein intake is still from grains and plant-based food based on data from BPS by March 2020 Susenas by 30,91% still consumed grains and plant-based food. Based on the consumer problem and market opportunity, CAMELIFE is a company that create a Sport Supplement product in the form of a Whey Protein supplement, that helps customers fulfill their daily needs for protein. With the feature offered by Instagram CAMELIFE is using Instagram as the main platform to promote the brand. However, CAMELIFE Instagram promotions perform poorly that leads to low engagement of the Instagram account and causing lack of sales in the company. Because of the situation, Instagram Promotion strategy should be developed for CAMELIFE to increase its Instagram performance. This study utilized a problem-solving approach by analyzing the external and internal factors that influenced CAMELIFE's Instagram promotion strategy and using Fishbone analysis to capture the findings as root causes. The implication of this research is the implementation of solutions and the development of an action plan for a more engaging and effective Instagram promotion strategy.