<![CDATA[The growth of social media and coffee culture in Indonesia has prompted businesses like Excelso Coffee to leverage social media marketing. Intense competition necessitates creative strategies to build brand awareness. This study aims to analyze Excelso Coffee's implementation of social media marketing strategies to build brand awareness in Indonesia. A descriptive qualitative approach was employed, utilizing observation and in-depth interviews with the marketing team at PT. Excelso Multirasa. The findings indicate that Excelso incorporates various social media marketing elements such as social communities, digital entertainment, and educational content organized through weekly and monthly content plans. Excelso also consistently maintains its visual identity, utilizing a signature turquoise color tone and the tagline "Great Coffee, Great Moments" to reinforce brand associations. Audience engagement levels are high, characterized by meaningful two-way interactions via polls, Q&A sessions, and giveaways, alongside the presence of a loyal community known as "coffee loyalists." Although Excelso faces challenges regarding follower counts compared to its competitors, its consistent, adaptive, and structured strategy implementation positions it with strong potential to further strengthen brand awareness in the digital space.]]>
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