Muhammad Rizky Abdillah, . (2026) STRATEGI STORYTELLING “WHISPER OF RICE” DALAM MENGUATKAN BRAND AWARENESS PADA THE BODY TALE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study examines the storytelling strategy in the Whisper of Rice: Turning the Scent of Rice into a Nostalgic Story campaign conducted by the local brand The Body Tale in enhancing brand awareness. The background of this research is rooted in the rapid growth of the local perfume industry in Indonesia, which demands creative and distinctive communication strategies. This study aims to understand how storytelling based on emotional experiences can build closeness between the brand and its consumers. The method employed is a descriptive qualitative approach, with data collected through interviews, observations, and documentation involving the brand’s internal team as well as the Key Opinion Leaders (KOLs) participating in the campaign. The analysis is grounded in the Narrative Transportation theory proposed by Green and Brock, which includes emotional engagement, mental imagery, reduced counterarguing, connections with characters, and perceived realism. The findings indicate that storytelling centered on themes of nostalgia and a sense of “home” is capable of creating emotional engagement among audiences while strengthening the brand’s perceived uniqueness. Furthermore, collaboration with KOLs, along with consistency in visual elements and narrative, plays a crucial role in delivering the message effectively. Overall, this campaign demonstrates that storytelling functions not only as a communication strategy but also as a psychological approach that can enhance brand awareness through emotionally resonant experiences relevant to the audience’s everyday lives. Keywords: Brand Awareness, KOL, Komunikasi Pemasaran, Narrative Transportation, Storytelling, The Body Tale.
| Item Type: | Thesis (Skripsi) |
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| Additional Information: | [No.Panggil: 2210411028] [Pembimbing: Ratu Nadya Wahyuningratna] [Penguji 1: Witanti Prhiatiningsih] [Penguji 2: Puri Bestari Mardani] |
| Uncontrolled Keywords: | Brand Awareness, KOL, Komunikasi Pemasaran, Narrative Transportation, Storytelling, The Body Tale |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HT Communities. Classes. Races |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | MUHAMMAD RIZKY ABDILLAH |
| Date Deposited: | 01 Sep 2026 05:50 |
| Last Modified: | 01 Sep 2026 05:50 |
| URI: | http://repository.upnvj.ac.id/id/eprint/52978 |
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