Abstract: This research analyzes the strategy of utilizing social media to increase brand awareness of By.U products, Telkomsel's digital telecommunications services. Surabaya was chosen as the research location due to its large market potential. The research method involves social media data analysis, offline campaign observation, as well as interviews with the target audience. The results showed that the digital-first strategy, including the use of short video content on Instagram and TikTok platforms, successfully increased audience engagement by 362%. This study also highlights the importance of collaboration with local communities and the use of technology-based data to support campaign effectiveness.Keywords: Social Media, Brand Awareness, Digital Marketing, By.U, TelkomselAbstrak: Penelitian ini menganalisis strategi pemanfaatan media sosial untuk meningkatkan brand awareness produk By.U, layanan telekomunikasi digital Telkomsel. Surabaya dipilih sebagai lokasi penelitian karena potensi pasarnya yang besar. Metode penelitian melibatkan analisis data media sosial, observasi kampanye offline, serta wawancara dengan audiens target. Hasil penelitian menunjukkan bahwa strategi digital-first, termasuk penggunaan konten video pendek di platform Instagram dan TikTok, berhasil meningkatkan keterlibatan audiens hingga 362%. Studi ini juga menyoroti pentingnya kolaborasi dengan komunitas lokal dan penggunaan data berbasis teknologi untuk mendukung efektivitas kampanye.Kata Kunci: Media Sosial, Brand Awareness, Pemasaran Digital, By.U, Telkomsel