Mills Brand Marketing Communication Strategy in Increasing Brand Awareness Through Instagram Social Media

Abdul Faqih Sahid

doi:10.59261/jequi.v8i4.420

Authors

Abdul Faqih Sahid Universitas Bina Nusantara

DOI:

https://doi.org/10.59261/jequi.v8i4.420

Keywords:

Brand Awareness, Instagram, Marketing Communication Strategy, Mills

Abstract

Background: This study analyzes Mills' marketing communication strategy in increasing brand awareness through Instagram social media.

Method: A qualitative case study design was employed because the research focuses on communication processes, strategic meanings, and audience engagement in a real-life digital context. Data were collected through in-depth interviews with key informants, observation of Mills' Instagram content, and documentation of posts, captions, visual elements, and audience interactions. The data were analyzed through data reduction, data display, and conclusion drawing, supported by source triangulation and member checking.

Results: The findings show that Mills uses Instagram as a strategic communication infrastructure by integrating structured content planning, consistent visual identity, influencer and athlete collaboration, active audience interaction, and performance-based evaluation. These elements strengthen brand awareness by increasing repeated exposure, reinforcing recognition, supporting recall, and building associative positioning in the sports apparel market.

Conclusion: The study provides practical benefits for sports apparel brands that need to manage digital communication consistently and theoretical benefits for integrated marketing communication studies in social media environments.

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