Unhinged Marketing on Instagram: A Strategic Social Media Communication to Elevate Brand Awareness
DOI:
https://doi.org/10.21111/ettisal.v11i2.40Keywords:
Unhinged Marketing, Social Media Marketing, Brand Awareness, Instagram Strategy, Digital Communication, Retail BrandingAbstract
As digital landscape shifts toward high-saturation environments, traditional social media marketing often struggles to capture consumer attention. To break through the noise, brands increasingly adopt "unhinged marketing"—an unconventional, humorous, and raw content strategy. This study investigates how Lucky Bundle, a retail store in Indonesia, utilizes an unhinged social media marketing strategy on Instagram to enhance brand awareness. Employing a qualitative case study design grounded in a post-positivist paradigm, data were collected through in-depth interviews with key marketing personnel, semiotic observation of Instagram content, and document analysis. The findings reveal that Lucky Bundle's strategy relies on a three-tier framework: (1) strategic planning that embraces viral internet culture, (2) content execution leveraging chaotic humor and relatable audience interactions, and (3) continuous evaluation of engagement metrics. By subverting traditional polished branding, this unhinged approach effectively boosts audience reach, fosters organic interactions, and elevates brand recall. This study underscores the efficacy of unconventional branding strategies in competitive digital environments, offering practical insights for retail brands seeking authentic audience connection.
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