With the community's stigma regarding menstrual support products, namely the Menstrual Cup, which is a more environmentally friendly choice when compared to conventional sanitary napkin products, Filmore implemented several marketing communication strategies to compose messages to share through Instagram social media. This thesis aims to identify and analyze the implementation of Filmore's marketing communication strategy through Instagram social media. This thesis applies a qualitative approach and uses the case study method. This thesis analyzes Filmore's marketing communication strategy and how Filmore maximizes it by using the marketing communication mix tool through Instagram social media. The findings of this thesis utilize the elaboration likelihood model theory to understand how the communication of the message is formed to reach the recipient of the message appropriately. The finding of this thesis is that maximizing marketing communication techniques and their application on Instagram social media can help Filmore increase awareness of the brand and Girlfriend Menstrual Cups.

Keyword: Elaboration Likelihood Model, Marketing Communication, Social Media Instagram