THE ROLE OF STORYTELLING ADVERTISEMENT VIDEO TO GENERATE ELECTRONIC WORD OF MOUTH INTENTION OF HAIR CARE BRAND CAMPAIGN

• Main Author: Firmansyah, Wildan
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84254
• Institution: Institut Teknologi Bandung

Nowadays, many marketers have adopted storytelling techniques as an emotional power booster for advertising. This is what various brands do to strengthen emotional connections with their customers by telling stories to discuss values and emotions that are in accordance with their brand in their own way that bring favorable intentions to share and promote those related values. In the increasing market trend of the hair care industry, more effort is needed to communicate the brand and product values. In this industry, Sassle is a new hair care brand that focuses on developing innovative almond-based hair care products and conducts a campaign highlighting the importance of growing self-confidence. This campaign is already costly and is projected to require even more cost and have not produced satisfactory results. To engage more with its target audience through storytelling, Sassle's plan to adapt digital video-based storytelling advertisements to enhance their own campaign. It is crucial to make Sassle's investment produce an effective way to promote the campaign with a unique story. One of the campaigns which can be used as benchmarking is Pantene Indonesia's success in making their campaign popular and engaging through storytelling advertisement videos that have similar value without showing any product. Therefore, this study examines how online storytelling advertisement video affect eWOM intention through emotional response toward ad strengthening by narrative transportation using Partial Least Squares Structural Equation Modeling (PLS-SEM) based on Sassle as a hair care brand that face problem in promoting their campaign with storytelling advertisement video provided by Pantene Indonesia as a benchmark. Data was collected through an online survey distributed via social media to 293 target sample females aged 19-30 years old domiciled in Bandung or Jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi), Indonesia. Results revealed that online storytelling advertisement video has a positive impact on eWOM intention and partially mediated by emotional response toward advertisement content. On the other hand, narrative transportation did not significantly moderate the independent and mediating variables. Moreover, generation Y tends to have higher eWOM intention than generation Z. Result also suggested that Sassle should promote the campaign with a storytelling advertisement video which contains value stories and customer stories adjusted with trending content for generation Z and interactive content for generation Y. This advertisement to promote the campaign can be communicated via Instagram and TikTok but it is also highly recommended to add touchpoints via YouTube.