This non-thesis project presents the strategic marketing planning to increase Shopatbien’s brand awareness that requires the marketer to establish these strategies on two social media platforms; Instagram and Tiktok. The purpose of this non-thesis project is to elaborate the potential marketing strategies, especially for Micro, Small, and Medium Enterprises (MSMEs) or business brands in Indonesia which want to grow their brand awareness on social media. This non-thesis project was conducted through PR Smith’s SOSTAC marketing model to analyze deeper regarding Shopatbien’s situation, objectives, strategy, tactics, action, and control. Results revealed that brand awareness itself reflected on the comprehensive framework which classifies social media marketing strategy with representation of a brand, value-added proposition, and the voices of audiences. With Shopatbien’s four big campaigns in 6 month duration, representation of a brand utilized more on the daily posts on Shopatbien’s owned media (Instagram and Tiktok), digital ads, and digital partnership. Value-added proposition highlighted Shopatbien’s main unique selling points (USP) through chosen colors and types of bags for the four big campaigns. Moreover, the voice of audiences is really significant for Shopatbien to increase brand awareness through Key Opinion Leaders (Influencer) and community. These critical strategies are applicable to increase Shopatbien’s brand awareness on Instagram and Tiktok.

Keyword: marketing communication, brand awareness, social media, Instagram, Tiktok, SOSTAC, Shopatbien