Instagram as a global social media is now popularly used as a marketing tool by businesses of any size. The AISAS model that has been widely adopted by researchers can be used to formulate marketing strategies, especially in the context of digital marketing such as social media. This paper investigates how Instagram is used as a marketing tool and how the strategy implemented is seen based on the AISAS model through a case study of the Instagram account @shopatvelvet, one of the top ten Indonesian clothing brands that use Instagram as a marketing tool. The method used in this paper is a qualitative approach with content analysis and observations on the @shopatvelvet Instagram account. the main findings center on the Instagram features used and the type of content chosen to generate social media marketing effectiveness based on the AISAS model. With that, this effort shows how the Instagram account @shopatvelvet managed to become the top ten Indonesian clothing brands by utilizing Instagram features and choosing the right type of content.