Digital Marketing Communication Activities of C&F on Instagram Account @cnfstoreofficial in Promoting Products to Consumers

This study explores the digital marketing communication strategies implemented by C&F, a well-established beauty and fragrance retailer, through its official Instagram account, @cnfstoreofficial. Employing a qualitative descriptive method, data were gathered through interviews with one key informant—the Junior Manager of PR and Digital Marketing—and four supporting informants who are active C&F consumers and followers. The findings reveal that C&F effectively utilizes Instagram as a digital marketing medium through three main approaches: advertising, sales promotion, and direct marketing. Advertising activities are conducted through paid Instagram ads designed to increase product awareness and engagement. Sales promotions are executed via photo and video content highlighting discounts, free samples, and collaborations with Key Opinion Leaders (KOLs) and beauty communities to expand brand reach. Direct marketing is facilitated through the Instagram Shop feature, which links users directly to the C&F website, simplifying online purchases. Among all strategies, collaborations with KOLs and beauty or fragrance communities were found to be the most effective in driving engagement and sales performance. This study contributes to the understanding of how integrated marketing communication can be optimized within social media ecosystems, particularly Instagram, to strengthen brand visibility and consumer interaction in the beauty industry.