STRATEGI DIGITAL STORYTELLING TELIN DALAM MEMBANGUN BRAND ENGAGEMENT PADA EVENT B2B GLOBAL: STUDI KASUS BATIC 2025
DOI:
https://doi.org/10.23969/jp.v11i02.50304Keywords:
Branding, social media, visual campaignAbstract
The advancement of the digital transformation era has encouraged companies with B2B targets to develop more adaptive and interactive digital communication strategies. However, research addressing digital storytelling in the context of B2B events remains limited. This study aims to analyze Telin's digital storytelling strategy through Instagram @batic.events in building brand engagement for BATIC 2025 as a global B2B event, examine its digital implementation through visual campaigns, and identify the challenges in B2B marketing. This study employs a qualitative approach with a case study method. The analysis is grounded in digital storytelling theory by Fog et al. (2005) and brand engagement dimensions by Hollebeek (2011). Findings show that Telin successfully implemented a structured digital storytelling strategy by integrating the elements of message, conflict, characters, and plot in the visual campaign execution. Through this strategy, two dimensions of brand engagement were established through relevant information delivery and active interactions on posts. Challenges in implementing the strategy include multi-stakeholder dynamics and the audience characteristics of the platform used.
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