Communication Strategy Model Typical Endorser Central Government Bank on Instagram During Pandemic

Marketing Communication Program, Communication Department, Faculty of Digital Communication and Hotel & Tourism, 11480 Bina Nusantara University, Jakarta, Indonesia

^* Corresponding author: lidiaevelina@binus.ac.id

Abstract

The purpose of this study was to determine the information dissemination strategy carried out by Central Government Bank by the role of Typical Person Endorser on Instagram. This study uses a descriptive qualitative approach. The data collection uses observations and interviews with the manager of the communication department of Central Government Bank along with the 3 best Sobat Digital participants who gain highest engagement rate and most content posted related Central Government Bank’s policy. From the results was found that the strategy for using Typical Person Endorser by Central Government Bank to information disseminating about the company and product consisted of Planning covering the selection process and making monthly communication themes, Implementation including training and content creation and publishing, and Evaluation covering social media monitoring and Appreciation in form of good such as work facilities. One of the examples of policy dissemination is digital payment policy during pandemic. In this study, it was also found that the typical person endorser can be used as brand advocacy to disseminate information to break the chain of the COVID-19 virus in the pandemic in direct purchase.