<![CDATA[This study analyzes KULA’s online campaign as a value-driven beauty brand in advocating for humanitarian issues in Palestine and in developing a positive brand image through Instagram. The research is grounded in digital communication, audience engagement, public relations, corporate social advocacy (CSA), and corporate image theory. Using a qualitative descriptive approach with a case study design, data were collected from digital documentation of KULA’s 2025 campaign uploads and semi-structured interviews with two Instagram followers and one public relations practitioner, supported by validation from an expert informant. The findings indicate that KULA consistently integrates humanitarian values such as solidarity, empathy, and transparency into its online campaign strategies. Overall, the study concludes that value-driven communication and accountable digital practices significantly contribute to the formation of a credible and positive brand image. These results highlight how social advocacy, when communicated authentically, enhances audience trust and strengthens brand positioning in the digital landscape. Penelitian ini menganalisis kampanye online KULA sebagai value-driven beauty brand dalam mengadvokasi isu kemanusiaan Palestina serta mengembangkan citra positif melalui Instagram. Penelitian ini dilakukan berdasarka sejumlah konse maupun teori komunikasi digital, keterlibatan audiens, public relations, corporate social advocacy (CSA), dan manajemen citra. Penelitian menggunakan pendekatan kualitatif deskriptif dengan desain studi kasus. Data diperoleh melalui dokumentasi digital atas unggahan kampanye KULA selama tahun 2025 serta wawancara semi-terstruktur dengan dua pengikut Instagram KULA dan satu praktisi PR, yang kemudian dikonfirmasi melalui narasumber ahli. Hasil penelitian menunjukkan bahwa KULA konsisten mengintegrasikan nilai kemanusiaan seperti solidaritas, empati, dan transparansi melalui storytelling, pembaruan rutin, serta dokumentasi distribusi bantuan. Integrasi PR dan CSA terlihat dari keberanian brand mengambil posisi moral dan menampilkan proses donasi secara terbuka. Penelitian ini menyimpulkan bahwa komunikasi berbasis nilai dan praktik digital yang akuntabel berperan penting dalam mengembangkan citra positif, kredibel, dan relevan bagi brand kecantikan di era media sosial.]]>
