Instagram has become the predominant channel for Instagram influencers as a part of social media influencers (SMI) in Indonesia and provides brands with an opportunity to engage with their consumers in a unique manner. One of new comers in men's care brand from Indonesia is brand X and they used SMI's strategy to compete with a well-established multinational men's care brand. Author would like to investigate the influencers wars phenomena in Indonesia to support a start-up local brand and focused on both brand engagement and brand awareness those lack of measurement before. This study aims to measure the effectiveness of SMI's activity towards men's care product brand engagement and brand awareness. Within quantitative method and survey, the author collected sample from 90 millennials and Gen Z in Jabodetabek during covid-19 period. The findings show that SMI's resonance has a significant effect on men's care product brand engagement and brand awareness but SMI's reach and relevance has no significant effect on brand engagement and brand awareness.