FX. Ari Agung Prastowo
OZ Radio Bandung chooses Instagram as a one of their platform for its marketing that helps them promote their repositioning strategy, whichthey initiated on September 2015. OZ Radio Bandung promotes itself as a radio for young people only. By the end of 2015, OZ Radio Bandung set up a plan to reposition its audience segmentation from young people to young-adult. This paper describes OZ Radio Bandung’s usage of Instagram as a platform to reposition itself to its young-adult audience.