Analisis Strategi Komunikasi Pemasaran Rumah Produksi Film Imajinari di Media Sosial (Studi Kasus pada Film 'Agak Laen' 2024)

Abstract

Agak Laen (2024) emerged as a phenomenon in the Indonesian film industry due to its remarkable commercial success, prompting questions regarding the marketing communication strategies behind it. This study aims to: (1) examine in depth the Integrated Marketing Communication (IMC) strategies designed and implemented by the Imajinari Production House from the perspective of its key stakeholders, and (2) identify the barriers and challenges encountered during the process. This research employs a qualitative approach using a case study method. Primary data were obtained through in-depth interviews with core strategists (the producer and marketing agency), validated through source triangulation with academic experts and industry practitioners, and supported by secondary data from social media observation. The findings reveal that the strategy applied was a community-centered orchestration of IMC. This strategy was built on three key pillars: (1) messaging that emphasized storytelling authenticity and a "grassroots" humor style to build emotional closeness; (2) channels that integrated digital platforms with offline activations while strategically leveraging contextual momentum; and (3) audiences that were not approached from an acquisition standpoint, but by activating social capital within an already established podcast community. On the other hand, the main challenges included the unpredictability of digital conversion, the operational intensity of content production, and the management of high expectations from a highly engaged community.