*Corresponding Author

P-ISSN: 1412-1212
E-ISSN: 2541-2388

67

The Winners, 21(1), March 2020, 67-73
DOI: 10.21512/tw.v21i1.6497

The Effect of Using Instagram Influencers in 
Building Conseva’s Brand Awareness

Paulina Tjandrawibawa*

Creative Industries Faculty, Visual Communication Design Department, Universitas Ciputra
CitraLand CBD Boulevard, Made, Kota SBY, Jawa Timur 60219, Indonesia

paulina.tjandrawibawa@ciputra.ac.id  

Received: 25th June 2020/ Revised: 07th July 2020/ Accepted: 20th July 2020

How to Cite: Tjandrawibawa, P. (2020). The effect of using instagram influencers in building conseva’s
brand awareness. The Winners, 21(1), 67-73. https://doi.org/10.21512/tw.v21i1.6497

Abstract - Rapid growth of social media 
development leads to abundant brands’ promotion for 
their products or services. One of the many ways is 
promotion through influencers on Instagram. Recently, 
it is known that companies using Influencer marketing 
tend to keep going up since such particular way is 
considered to be quite effective to increase brand 
awareness. However, the average data obtained from 
various journals and articles is data from medium to 
large scale companies both locally and internationally. 
Therefore, the research was conducted to examine 
whether the use of Instagram influencers to increase 
brand awareness is also effective for micro-scale local 
brands by taking examples from one of Surabaya 
lifestyle brands called Conseva. The research was 
conducted with a quantitative method focusing on 
collecting numerical data to see the results of the 
growth of followers and visits obtained by Conseva 
before and after using Instagram influencers. If the 
number of Instagram followers and visits to Conseva 
increases, it means that brand awareness has also 
increased and vice versa.

Keywords: instagram influencer, influencer marketing, 
brand awareness, microbrand

I. INTRODUCTION

The way people communicate and obtain 
information has changed since social media platforms 
were found. Social media also changes the way 
consumers communicate and share information about 
brands so that consumers are now able to think, discuss, 
and share their experiences with certain brands (The 
Nielson Company, 2011). This means brands have a 
new channel to connect more straightforwardly to their 
consumers in more organic way (Glucksman, 2017). 

Many companies assume that applying internet 

marketing alone can facilitate and add value to their 
products. Besides, it does not cost much, so it is 
considered more efficient. The impact on sales will 
be significantly large if customers visit the site and 
understand what the brand offers. One of the goals of 
effective marketing is to introduce the existence of a 
product to consumers. Moreover it is essential to bring 
the brand image into the customers’ minds, so the 
brand will become one of customers’ top preferences 
(Haryanto, 2009).

Among other social media platforms, Instagram 
is one of the most popular platforms globally with 
active users more than 1 billion. In Indonesia, there are 
60 million Instagram users, thus Indonesia made it into 
fourth place of the countries with the most Instagram 
users after America, India and Brazil (statista.com). 
This particular platform, which has been purchased by 
Facebook, is also ranked fourth as the most used social 
media in Indonesia, which is as much as 79% of the 
total population.

With the increasing use of Instagram, the 
term ‘Instagram influencer’ also appears, which is 
part of influencer marketing and a type of marketing 
that works with individuals who create content on 
social media and these individuals have quite a large 
audience (Kl, 2019). Evans et al. (2017) stated that 
many people follow an individual because of their 
popularity. Influencers are also referred as “insta-
famous” which means micro-celebrity who is famous 
for works produced on Instagram media only.

Allen (2017) also revealed that these popular 
individuals also have the influence to convey the 
message of a brand to a larger market. Therefore, 
these individuals are referred to as influencers because 
they are able to influence their followers in the media. 
This has been proven by the data collection conducted 
by Talaverna (2015) where 82% of consumers have 
a tendency to follow the recommendations of their 
favorite influencers.



68 The Winners, Vol. 21 No. 1 March 2020, 67-73

Figure 1 Statistical Data of
Leading Social Networks in Indonesia

Source: Statista

In the midst of intense business competition, 
new brands certainly need a strategy to increase brand 
awareness so that potential buyers have the ability 
to recognize or remember that the brand is part of 
certain product categories (Longwell, 1994). Based 
on Rakuten data (Rakuten Marketing, 2019), 65% of 
consumers find a new brand or product at least once 
a week from an influencer. Therefore, in the era of 
rapid use of social media as a marketing strategy, 
it is important for brand owners to work together 
with influencers to increase their brand awareness 
(Uzunoglu, 2014).

According to Delzio (2015), brand awareness 
on social media can be measured using metrics such 
as number of followers and “hits/visits/page views”, 
while according to Erskine (2019) in addition to 
the two metrics there are other metrics like views, 
impressions, shares and comments that can be used as 
brand awareness measurement. If the number of these 
metrics shows an increase or has a high number then it 
will have a positive impact on brand awareness.

Based on the benchmark report from the 
Influencer Marketing Hub (Influencer Marketing, 
2020), the main purpose of companies using influencers 
is to increase brand awareness. The use of influencers 

is also increasing from year to year since 91% of 
respondents or 3.640 marketing agencies, brands and 
other professional industries surveyed by Influencer 
Marketing Hub believe that influencer marketing is an 
effective form of marketing.

However, from the information provided by 
the Influencer Marketing Hub, 55% of respondents 
spend funds above 10.000 US dollars or around Rp 
140.000.000,00 per year for influencer marketing. 
Therefore, it can be concluded that the majority of 
companies surveyed are not micro scale. Based on 
Indonesian Law No. 20/2008, micro businesses are 
businesses that have an annual turnover of at most Rp 
300.00.,00,.00. According to data from the Ministry 
of Cooperatives and Small and Medium Enterprises, 
micro scale businesses are the largest types of 
businesses in Indonesia, to develop it to a larger scale, 
tough competition and limited funds for marketing 
become the challenges.

Figure 2 Estimated Influencer Marketing 
Growth Globally

Source: Influencer Marketing Hub

Other data and journals studied also rarely 
mention the effectiveness of using influencer marketing 
for a brand owned by a micro scale business. Tabellion 
and Esch (2019) also stated that marketers have not 
been able to decided which influencer marketing 

Figure 3 Growth of Indonesian Micro, Small, Medium and Large Enterprise in year 2017-2018
Source: http://www.depkop.go.id/



69The Effect of Using Instagram Influencers..... (Paulina Tjandrawibawa)

strategies providing the most positive impact on their 
brand as the question itself has not been fully answered 
by the published journals. It can also be assumed that 
the marketers do not only mean to promote big and 
popular corporate brands but also other brands owned 
by various company scales.

Therefore, the research aims to find out whether 
the influencers will also obtain positive results in 
increasing brand awareness of a micro business. 
In the research, Conseva brand, a lifestyle brand 
from Surabaya which is managed under CV Kreasi 
Consindo, is chosen as subject because of its business 
size classified to micro business category.

Figure 4 Conseva Brand Instagram
Source: Instagram

II. METHODS

The research uses quantitative methods focusing 
on numerical data collection (Babbie, 2010). Analysis 
of this numerical data is required to find out the number 
of followers and page visits on Conseva’s Instagram 
page before and after using influencer marketing. 

In order to answer the research question, target 
population needs to be defined for sampling process 
(Taherdoost, 2018). Approximately 50,000 people are 
the followers of three Instagram influencers who were 
selected to endorse Conseva’s product. They are all 
women aged from 24 to 35 living in Indonesia’s largest 
cities, and having interest in fashion and design. 

The research uses simple random sampling 
technique which can be understood easily and has 
projectable results (Malhotra & Birks, 2007). In this 
research, measuring brand awareness can be achieved 
by comparing data before and after random sampling. 
If influencers’ followers have interest in Conseva 
brand, they would visit or follow Conseva’s Instagram 
account. An increase in the number of followers and 
page visit on Conseva’s Instagram account means that 
their brand awareness started growing. On the other 
hand, if the number remains the same or decreasing, 
it means Conseva needs to evaluate their influencer 
marketing strategy. 

Influencers will also be asked for data on the 
number of views, shares and comments on each 
influencer’s Instagram. In all three metrics the high 

number of figures shows the effectiveness of the 
content displayed by influencers in introducing 
Conseva brand products. The data was collected in 
January and February 2020 and compiled in a table to 
be compared.

III. RESULTS AND DISCUSSIONS

Found in 2015, Conseva brand derives its name 
from the Latin word conservatio that means keeping or 
conserving. The brand was established as an alternative 
to the low-quality manufactured goods that lead to a 
“throw away” mentality causing environmental issues. 
Hence, Conseva aims to create emotionally durable 
products that people want to keep and enjoy for a long 
period of time. Conseva’s first product was printed 
scarves with hand-drawn style botanical illustrations. 
To the present, in addition to the scarves collection, 
Conseva has also released other products such as tote 
bags, pouches, clothings, stationeries, and fashion 
accessories.

The main target market of Conseva brand are 
the upper middle class females aged 24-35 years, who 
live in big cities in Indonesia, and particularly like to 
buy products with unique illustrated images that can 
be worn daily for casual occasion. Therefore, the first 
step in formulating an influencer marketing strategy is 
to choose influencers who have followers with similar 
ages in accordance with Conseva brand target market. 
It is considered essential reach influencers who come 
from Surabaya—the home city of Conseva brand, and 
Jakarta—the city of origin of most buyers for Conseva 
products. Influencers chosen are also micro influencers 
who have a total of 1.000 - 100.000  followers (De 
Veirman et al., 2019) because their endorsement 
prices are still suitable for micro scale businesses. 
Besides its suitability for decent sized marketing 
budget, study conducted by Kay et al. (2020) found 
that compared to macro influencers, micro influencers 
are more efficient in increasing consumer outcomes 
as they have a smaller audience scope that provide 
greater interaction with their followers than large-
scale influencers. Conseva had also approached macro 
influencers for fee comparison and their fees were at 
least twice higher than micro influencer which will not 
be financially suitable for micro scale business.

Huey & Yazdanifard (2014) stated that in 
order to be successful in social media marketing, the 
first crucial step is to decide the target consumers. 
According Kampamba (2015), determining consumer 
market can use demographic segmentation by using 
major variables—age and gender—as these are the 
most used aspects and can be measured easily. Besides 
demographic segmentation, geographic segmentation 
was also applied as Conseva brand is based in 
Surabaya, and the majority of their customers live in 
Jakarta.

The selection of influencers was done in 
several ways, namely asking for recommendations 
from acquaintances who have reached influencers 



70 The Winners, Vol. 21 No. 1 March 2020, 67-73

for their business, direct observation from Instagram 
by seeing circle of friends from influencers, using 
the Sociobuzz platform and Omnifluencer, a tool to 
measure the engagement rate of Instagram accounts 
to see the effectiveness of influencers in promoting 
a product. According to Jaakonmäki et al. (2017), 
the engagement rate is an indicator that measures 
the amount responses and interactions received by 
posting a content on social media. This interaction can 
be measured by the number of likes and comments 
that influencers get from followers when making paid 
posts from a brand to market the brand’s products or 
services on Instagram (Hughes et al., 2019). If the 
influencer is able to create interesting content for the 
product, it is likely that followers will respond to the 
content so that the engagement rate will be high.

Figure 5 Types of Influencers
Source: Casting Asia 

Omnifluencer tool was used to list micro 
influencers based on their engagement rate. Total 31 
micro influencers from Surabaya and Jakarta were 
listed and known that their engagement rate range 
was between 0,32% -5,9%. According to Semeraro 
(2019), a pretty good rate for micro influencers 
(1.000-100.000 followers) is 2,4%. However, because 
some of these micro influencers have set rates similar 
to macro influencers, the choice is narrowed down 
even smaller. There are also other considerations in 
choosing an influencer, such as influencer’s personality 
and character; 1) responsive, 2) cooperative, and 
3) communicative. Besides, the brand should find 
influencers who have a good sense of fashion. It 
is expected that they are able to combine the main 
product with other items into a complete outfit. That 
way would enhance the look of the product, and give 
ideas on how to wear them. The next factor is the pose, 
which should naturally bring out suitable character 
(fun, feminine, etc.) to the product. Lastly, it is their 
photography skills that matters, including quality of 
images based on photo composition, photo resolution, 
backgrounds and filters.

The overall look of the influencers’ Instagram is 
also important to be considered to see the effort they 
put on when making Instragram posts.

The micro influencers chosen by Conseva are 
referred to as Influencers A, B, and C. Real names are 
not used to avoid performance generalization of these 
influencers. Influencer A is a Surabaya socialite which 
has around 30.000 followers with an engagement rate 
(ER) by 2,25%. Influencer B is a model from Jakarta 
with nearly 70,000 followers with an ER by 1,61%. 
Influencer C comes from Surabaya, which has around 
14.000 followers on Instagram with an ER by 1,58%. 
Influencers with ER below 2,4% are still chosen 
because of the factors mentioned previously.

Each influencer promoted different types of 
items. The two influencers from Surabaya were given 
a scarf and a totebag from Kalimantan collection 
that has fun and colorful illustration of Kalimantan 
animals and plants. The scarf size is 110 x 110 cm, 
and is made of silky satin fabric. As for totebag, it was 
made of thick canvas with lining and the size is 31 x 
37 cm. Scarf and totebag were chosen due to a more 
affordable price for the purchasing power of Surabaya 
residents, where scarf is Rp 330.000,00, and totebag is 
Rp 190.000,00.

Figure 6 Influencer Searching Result Using 
Omnifluencer Tool

Source: Omnifluencer.com

Figure 7 Kalimantan Scarf Worn by a Model (Non-
Influencer) and Kalimantan Totebag

Source: Conseva Instagram

The influencer from Jakarta was given a 100% 
cotton top with a Sumatran animals and plants motif 



71The Effect of Using Instagram Influencers..... (Paulina Tjandrawibawa)

that also has a fun vector illustration style. The clothing 
price is Rp 595.000,00 which is more suitable for the 
purchasing power of the people of Jakarta compared to 
Surabaya. As stated by Jakarta provincial government, 
per capita income or average income of Indonesians 
who move up to the middle class and above leads to an 
increasing purchasing power of people who live in the 
capital. With an average higher salary, the community 
tends to spend more for their needs (Ulf, 2019). 
Fereidouni & Tajaddin (2015) conducted a study on 
consumption expenditure and its correlation with 
wealth. They found that people with higher income 
will also have higher consumption spending.

In addition, there are quite a lot of local brands 
in Jakarta that have similar products, namely clothing 
with original illustrations with almost similar price 
ranges. This indicates that Jakarta market is familiar 
with similar products and prices.

Figure 8 A Non-Influencer Model Wearing Tops 
made of 100% Cotton 

with Sumatran Animals and Plants Illustration
Source: Conseva Instagram

The following data are given by the influencers 
and Conseva Instagram after the influencers posted on 
their Instagram story and feed. From data in Table 1, 
it was found that influencer B with the highest number 
of followers apparently did not increase the number 
of Conseva brand followers at all. The unsuccessful 
follower increase could be caused by influencer’s photo 
shoot, which did not show product at close range, so 
the detailed illustrations are not clearly visible. 

Influencer B also did not describe the product at 
the caption part, just mentioning the brand name which 

left the audience unaware about the product’s fabric 
benefits and the illustration story. This is in line with 
the opinion of Anderson (2019), in which an influencer 
should be able to create a narrative and story about a 
product that is promoted to attract the attention of their 
followers and not just pushing products.

The comment section of the influencer’ post are 
all about the physical appearance of the influencer, 
the location of the photo shoot, and the photographer, 
where no comments mentioned about Conseva 
products. However, in terms of adding visitors to 
Conseva Instagram profile and website, influencer B 
brought the highest number compared to the other two 
influencers. This is most likely due to the number of 
followers owned by influencers B is far higher than 
influencer A and C.

As for influencer A, the promotion was only 
posted on Instagram story, so number of comments 
received cannot be seen. Influencer A created a 
video content showing unboxing of Conseva scarf, 
accompanied by a brief narrative about the scarf 
illustration, showing the shape, other details as well 
as how the scarf looks when it is worn to complete an 
outfit. As a result, there was an increase in Conseva 
follower numbers but only four people and two of 
them are fake accounts, where there are no followers 
on the account. However, Conseva received a private 
message from two people asking for the scarf price 
which means that the content created by Influencer 
A attracted the attention of the audience to do further 
requirements regarding product descriptions that have 
the potential to purchase. The low follower growth 
could be caused by low video quality and also lacking 
of alternative fashion style as Influencer A was not 
quite creative in giving ideas to wear the scarf in 
various ways. According to  Hird (2013), Instagram 
is different from other social media because Instagram 
is putting emphasis on visual strategy, thus in order 
to make people engage more with a content, it should 
have visual appeal (Syrdal & Briggs, 2018). Audience 
also looks for fashion style variety in a content created 
outside traditional fashion media (Choi, 2016).

The last promotion was posted by Influencer C, 
who posted 2 photos. The first photo was influencer 
C using a totebag that was photographed from long 
distance and the second photo was totebag detailed 
illustration. The quality of photos provided by 
influencer C is better than influencer B because 

Table 1 Data

Views Shares Comments Conseva Followers 
increase

Conseva Profile 
Visits total amount

Influencer A 
(30.000 follower)
*Instastory on January 7th, 2020

3.000 - N/A 4 98

Influencer B 
(70.000 follower)
*Instagram post on February 7th, 
2020

15.222 0 24 0 137



72 The Winners, Vol. 21 No. 1 March 2020, 67-73

influencer C is using DSLR camera so when the photo 
is zoomed-in, it does not look pixilated or blur. 

Due to the image quality, it could be the reason 
influencers C received positive comments about the 
totebag compared to influencers B who did not get any 
comments on Conseva’s products. The same idea was 
expressed by Teo et al. (2019) that visual-centric social 
networking sites, such as Instagram, require good 
quality photos to influence consumers’ perceptions of 
the quality of products being promoted. In addition to 
the photo quality factor, since influencer C followers 
are somewhat smaller than the other two influencers, 
the possibility to engage with followers will be higher, 
which can be seen from the fact that influencer C 
replied to almost all comments on her post. Anger & 
Kittl (2011) also argue that quantity is not the same as 
quality. In this case, although influencer C does not 
have as much followers as the other two, influencer C 
build great engagement with the followers. That way 
is considered to have more positive impact compared 
to influencers with a large number of followers that 
most of them are not an active user of Instagram.

IV. CONCLUSIONS

The results show that after doing endorsements, 
the use of influencer marketing for Conseva’s micro-
scale brand turned out to be less impactful. Costs 
incurred to pay influencers are not proportional to the 
addition of followers since Conseva only gained six 
new followers and Instagram profiles and web visits 
to the Conseva brand did not experience a significant 
jump.

Based on Conseva’s data in 2019, with the same 
amount of total expenditure, it is more effective to 
participate in the local bazaar in Surabaya since there 
were not only increase in Instagram followers, who 
are the bazaar visitors, but also opportunity to sell the 
products.

Although for Conseva, the use of influencer 
marketing has little impact on increasing brand 
awareness, this research cannot generalize that 
influencer marketing is also not useful for other micro 
scale brands. 

Based on the results of influencer marketing 
used by Conseva, there are several points that can be 
optimized to improve the use of influencer marketing 
in increasing brand awareness. Firstly, service 
users must notify influencers about brand’s product 

advantages so that influencers can briefly describe 
them in the caption section to attract followers’ 
attention. Influencers might not be aware of the product 
advantages and thus, a brand needs to explain it to 
influencers. Secondly, the influencer service user must 
also know the requirements for the photos; 1) how 
the photo shoot should be taken i.e. long distance or 
close distance shoot, 2) how to style the product and 3) 
the product details which should be highlighted since 
brand owners has better understanding of the product 
benefits and uniqueness better than influencers. 
Thirdly, influencers must inform or ask influencers 
to include appropriate hashtags to approach a wider 
audience.

The findings of the research will contribute 
to the benefit of local brand owners in Indonesia 
who have limited budget for marketing. The market 
competitiveness justifies the need to try various 
marketing strategies including Instagram influencer 
marketing. Although the research only takes three 
influencers, and the result turns out to be far from 
expectations, it is hoped that other local brand owners 
might want to incorporate the points to optimize the 
use of influencer marketing to get better results.

For future research, it can be continued by 
increasing number of Instagram influencers in 
endorsing products and using advance analysis 
method such as hypotheses testing method, to get a 
more accurate measurement of brand awareness.

 
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 Source: Personal data

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