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.本研究围绕森雅创意工作室（Senja Creative Agency）推广印度尼西亚恐怖电影所采用的数字营销策略展开分析，重点关注跨平台媒体策略及依托网红营销打造的病毒式内容开发环节。本研究采用质性案例研究方法，通过深度访谈、内容分析与文档审阅收集研究数据，并以SOSTAC框架（Situation, Objectives, Strategy, Tactics, Action, and Control）为分析架构，系统性考察该营销活动的策划、执行与评估各阶段。