In this uncertain situation caused by coronavirus pandemic which also caused recession and fear, survival in terms of maintaining existing brand awareness and customer engagement are as important as maintaining sales like before the pandemic came, especially for a luxury fashion brand which provides discretionary products. One of the ways to avoid the spread of the virus is by applying social distancing, in which makes physical activities are now restricted, especially to held an event in public area. Therefore, for a business who usually focuses on arranging in-store events like Marc Jacobs, specifically in Indonesia, it is better to plan social media marketing communication strategy as nowadays businesses are shifting into digital activities to maintain their awareness and engaging with their customers. In order for the project plan to be successful in the most effective and efficient way, seven steps in SOSTAC framework by Smith & Chaffey (2017) will be used to plan social media marketing communication activities for Marc Jacobs Indonesia to maintain its existing brand awareness and customer engagement.
Keywords : Marketing Communication, Social Media, Brand Awareness, Customer Engagement, SOSTAC, Fashion