This research discusses the digital marketing communication strategy implemented by local perfume brand HMNS via the social media platform Instagram. The aim of this research is to describe the digital marketing communication strategy carried out by the local perfume brand HMNS. This research method uses qualitative descriptive research with data collection techniques carried out using observation, in-depth interviews, documentation and literature study. The results of this research show that the HMNS perfume brand uses various digital marketing strategies, including the use of Instagram as the main marketing media, the application of the Integrated Marketing Communication (IMC) concept with a focus on building relationships with customers, as well as the application of marketing communication strategies using the 7C Framework theory which includes context, content, community, customization, communication, connection, and commerce. HMNS has developed a romantic and empathetic brand image, which is reflected in their story telling strategy.