Applying the SOSTAC Model to Social Media Based Digital Marketing Strategies for Horror Film Promotion: A Case Study of Creative Agency in Indonesia

This study examines the digital marketing strategies implemented by Senja Creative Agency in promoting Indonesian horror films, with particular emphasis on cross-platform media strategies and viral content development through influencer marketing. Using a qualitative case study approach, data were collected through in-depth interviews, content analysis, and document review. The analysis is structured using the SOSTAC framework (Situation, Objectives, Strategy, Tactics, Action, and Control) to systematically examine the planning, execution, and evaluation stages of the campaigns.