Influencer marketing strategy of start-up company as the provider of fast-moving consumer goods (FMCG) products in Indonesia

Abstract

Influencer marketing is one of the digital marketing strategies currently used by many companies. The purpose of this research is to find out and describe the influencer marketing strategy implemented specifically by an application-based FMCG product provider (start-up company) in Indonesia to market FMCG products such as fruits, vegetables, milk, and others that have a relatively short product life, using a qualitative approach and descriptive study. The results showed that the influencer marketing strategy implemented by an application-based FMCG product provider consists of four stages: determining (making), managing relationships, monitoring, and evaluating (measuring) influencer’s marketing campaigns. Research conclusion, this strategy is a repeated cycle. The last stage (evaluation or measure) is the input to determine the influencer marketing in the next campaign.