ABSTRAK
Penelitian kualitatif ini meneliti strategi kreatif yang digunakan oleh Yolk Espresso & Eats selama fase prapeluncurannyamenggunakan Instagram. Yolk Espresso & Eats adalah sebuah kafe di Brisbane, Australia yangmenyajikan kopi khas serta Bacon and Egg Rolls. Penelitian kualitatif ini mengulas literatur tentang konsepdasar memanfaatkan media sosial sebagai cara mempromosikan restoran tetapi juga mengikuti strategi kreatifyang dibahas oleh Ashley & Tuten pada tahun 2015. Penelitian ini telah melakukan penelitian studi pustakayang menganalisis posting Instagram oleh Yolk Espresso & Eats sebelum diluncurkan pada 6 September 2019.Hasilnya menunjukkan bahwa mereka telah menggunakan strategi kreatif untuk menunjukkan unique sellingpoint, fungsionalitas, animasi, interaktivitas, dan user generated content. Penelitian ini juga menunjukkanbahwa penggunaan Instagram telah menciptakan brand personality Yolk Espresso & Eats dengan melihatbagaimana mereka tulus, jujur, kompeten, dan memiliki informasi terkini dan trendi. Keterbatasan penelitian iniadalah kurangnya sumber utama karena menganalisis isi posting tanpa perspektif pencipta, sehingga hanyamenganalisis dampak pembaca dan bukan indikator kinerja utama sebenarnya dari kampanye.

---

ABSTRACT
This qualitative research looks into the creative strategies that are used by Yolk Espresso & Eats during its prelaunchphase utilising Instagram. Yolk Espresso & Eats is a cafe in Brisbane, Australia that serves specialtycoffee and the iconic and staple bacon and egg rolls. This qualitative research reviews literature on the basicconcepts of utilising social media as a way of promoting restaurants but also adheres to the creative strategiesdiscussed by Ashley & Tuten in 2015. This research has done a desk study research that analyses the Instagramposts by Yolk Espresso & Eats before their launch on 6th September 2019. The results indicated that they haveused the creative strategies of showcasing their unique selling point, functionality, animation, interactivity andthe integration of user generated content. Furthermore this research has also indicated that the usage ofInstagram has created a brand personality of Yolk Espresso & Eats looking at how they are sincere, honest,competent and have are up to date and trendy. The limitation of this research is the lack of primary source as itanalyses the contents of the posts without the perspective of the creator, thus only analyses the impact of thereaders and not the actual key performance indicator of the campaign.