<![CDATA[The proliferation of digital information technology has fundamentally reconfigured the paradigm of Public Relations (PR), steering it away from conventional media toward an increasingly interactive digital landscape. Among the principal strategies within contemporary Digital Public Relations is Influencer Relations, a tactic that capitalizes on the credibility of social media content creators to effectively mediate corporate or brand messaging to the target public. This research endeavors to evaluate the effectiveness of the Influencer Relations strategy in cultivating brand awareness, operationalized through the analysis of quantitative metrics, specifically reach and impressions. The object of this investigation is the digital campaign of the Indonesian local fashion brand "Bloods," executed during the month of October and engaging eight micro-influencers on the Instagram platform. Employing a descriptive quantitative approach, the message dissemination performance data were scrutinized on the basis of cost efficiency (Cost per Reach and Cost per Impression), alongside a comparative assessment of effectiveness between the Instagram Feed/Reels feature and the Instagram Story feature. The findings indicate that the utilization of micro-influencers with congruent content segmentation, encompassing lifestyle, culinary, and travel niches, generated a cumulative total of 23,924 impressions on Feed/Reels and 3,387 impressions on Story, attaining remarkably high levels of budgetary efficiency. Critically, the intrinsic characteristics of the creators were found to exert a more substantial influence on interaction rates and audience reach than did mere follower count. These findings substantiate the continued relevance of the Two-Step Flow Communication Theory and the Source Credibility Theory within the contemporary context of digital public relations tactics.]]>
