Analysis Of Marketing Communication Strategies Used By Rer_Riau Instagram Account To Promote Rapp Brand Awareness

This research analyzed the marketing communication strategies used by the @RER_Riau Instagram account to promote PT Riau Andalan Pulp and Paper (PT RAPP)’s brand awareness. Using a descriptive qualitative method, data were taken from ten Instagram posts between May and July 2024. The study identified three main strategies: value-based storytelling, visual branding and tone, and hashtag campaigns. Value-based storytelling was the most dominant, presenting themes of sustainability, social responsibility, and emotional or inspirational narratives. The captions were mainly informative explaining RER’s conservation work and educational, offering scientific knowledge and biodiversity facts. Visual branding appeared through consistent nature-themed imagery, green and blue colors, and a professional yet approachable tone. Hashtag use, such as #ExploreRER, #APRIL2030, and #generationrestoration, helped strengthen the brand’s digital presence and reach eco-conscious audiences. Engagement levels varied, but posts with strong emotional and educational content tended to attract more likes, comments, and shares. In conclusion, the use of strategic messaging, meaningful visuals, and engaging caption types helped build PT RAPP’s image as a sustainability-focused brand and enhanced audience interaction on Instagram.