Marketing Communication Strategy Analysis of Imaginary Film Production House on Social Media (Case Study on the Film 'Agak Laen' 2024)

Abstract

The film Agak Laen (2024) emerged as a phenomenon in the Indonesian film industry with its extraordinary commercial success, raising questions about the marketing communication strategy behind it. This study aims to (1) deeply analyze the integrated marketing communication (IMC) strategy designed and executed by Imajinari Production House from the perspective of its key actors, and (2) identify the barriers and challenges faced in the process. This research employs a qualitative approach with a case study method. Primary data were obtained through in-depth interviews with key strategists (producers and marketing agencies), which were then validated through source triangulation with academic and industry experts, and supported by secondary data from social media observation. The results indicate that the implemented strategy was a community-centric IMC orchestration. This strategy was built on three main pillars: (1) a Message focusing on story authenticity and a “grassroots” style of humor to build emotional connection; (2) a Channel strategy that integrated multiple digital platforms with offline activations and strategically leveraged contextual momentum; and (3) an Audience strategy that began not with acquisition, but by activating the social capital of a pre-existing podcast community. On the other hand, the main challenges faced included the uncertainty of digital conversion, the operational intensity of content production, and managing the high expectations of a highly engaged community.