Silver Surfers Vs Coffee Chats: A Dual Strategy to Engage Emak-Emak

The large number of female voters makes it imperative for contestants in the general election to optimize their support from this group. Furthermore, women's groups represent a reliable marketing force capable of influencing the decisions of other demographics. Through the Instagram application, this study investigates how the Strategy Analysis of Candidates for the 2024 Bengkulu Regional Head Election can enhance Brand Awareness among Women's Groups. The data were collected through interviews with two individuals expected to run in the 2024 Bengkulu mayoral election. Research findings reveal that Dedy Wahyudi, a former media worker, truly understands the significance of optimizing social media to reach his target audience. Therefore, Dedy Wahyudi uploaded numerous activities involving the 'Emak-emak' group on his Instagram accounts. Besides that, Ariyono Gumay prefers a face-to-face approach and group communication to engage with women's groups. In his Instagram posts, Dedy Wahyudi portrays himself as a family man, while Ariyono Gumay's photos depict him as financially successful. This study concludes that as someone who has long struggled with mass media, Dedy Wahyudi's efforts to utilize the media are very serious. Dedy uses social media to provide information, establish relationships, and offer entertainment. Thus, the election is still a long way off, and the timing of the declaration of candidacy is still being determined. Dedy has not yet effectively used social media to reach specific groups. Ariyono Gumay relies more on face-to-face communication with the target group, especially mothers. Ariyono trusts the power of in-person meetings more than interactions through social media, which are less personal and private. Dedy represents himself as a family man, while Ariyono Gumay portrays himself as an affluent and accomplished young figure, as this type of politician resonates well with the people of Bengkulu.