Perancangan Naskah Brand Generated Content pada Akun TikTok @kita_kelana dengan Pendekatan Storytelling Soft Selling

Abstract

MUHAMMAD HAYKAL ANDERA. Perancangan Naskah Brand Generated Content pada Akun TikTok @kita_kelana dengan Pendekatan Storytelling Soft Selling. Dibimbing oleh Dr. Abung Supama Wijaya, S.I.Kom., M.Si. Perkembangan media sosial, khususnya TikTok yang memiliki 157,6 juta pengguna aktif di Indonesia, mendorong brand untuk mengembangkan strategi komunikasi pemasaran yang lebih relevan dengan karakteristik audiens digital. Namun, Susu Mbok Darmi menghadapi tantangan dalam menyampaikan pesan promosi melalui konten yang mampu membangun kedekatan emosional audiens tanpa menimbulkan kesan hard selling. Kondisi tersebut menunjukkan perlunya pengembangan naskah Brand Generated Content (BGC) yang terstruktur dan mampu mengintegrasikan pesan brand secara natural melalui pendekatan storytelling. Oleh karena itu, proyek ini mengembangkan naskah BGC pada akun TikTok @kita_kelana dengan mengimplementasikan model Problem–Agitate–Solution (PAS) sebagai kerangka utama penyusunan cerita. Tujuan proyek ini adalah merancang dan mengimplementasikan naskah BGC berbasis storytelling soft selling untuk mendukung strategi komunikasi pemasaran digital Susu Mbok Darmi. Pengembangan proyek dilakukan menggunakan tahapan Production Pipeline yang terdiri atas pra-produksi, produksi, dan pasca-produksi. Pada tahap pra-produksi, penulis melakukan identifikasi insight audiens, penentuan tema konten, penyusunan main idea, serta perancangan naskah menggunakan struktur PAS yang meliputi Problem, Agitate, dan Solution. Pada tahap produksi, penulis memastikan implementasi naskah berjalan sesuai konsep yang telah dirancang melalui proses monitoring dan penyesuaian di lapangan. Selanjutnya, pada tahap pasca-produksi, penulis melakukan evaluasi kesesuaian hasil editing terhadap struktur narasi yang telah disusun sebelum konten dipublikasikan. Proyek ini menghasilkan delapan naskah final Brand Generated Content, delapan video TikTok berdurasi 1–2 menit, caption pendukung, serta pendaftaran Hak Kekayaan Intelektual sebagai luaran proyek. Seluruh konten dipublikasikan melalui akun TikTok @kita_kelana sebagai media komunikasi digital untuk brand Susu Mbok Darmi. Hasil evaluasi terhadap 34 responden menunjukkan bahwa penerapan model PAS dalam penyusunan naskah mampu membangun keterikatan emosional audiens dan mendukung penyampaian pesan brand secara objektif. Sebanyak 52,9% responden menilai permasalahan yang diangkat relevan dengan kehidupan mereka, sementara 94,2% responden menyatakan problem yang ditampilkan pada awal video berhasil menarik perhatian untuk menonton hingga akhir. Selain itu, 58,8% responden menilai alur cerita mudah dipahami dan 55,9% responden menyatakan produk Susu Mbok Darmi berhasil diintegrasikan secara jelas dan natural dalam cerita. Keberhasilan proyek ini juga ditunjukkan melalui komitmen PT Sumoda Tama Berkah untuk melanjutkan pengelolaan akun @kita_kelana sebagai bagian dari strategi komunikasi pemasaran digital jangka panjang brand Susu Mbok Darmi.

MUHAMMAD HAYKAL ANDERA. Brand Generated Content Script Design for the @kita_kelana TikTok Account with a Soft Selling Storytelling Approach. Supervised by Dr. Abung Supama Wijaya, S.I.Kom., M.Si.

The rapid growth of social media, particularly TikTok, which has 157.6 million active users in Indonesia, has encouraged brands to develop marketing communication strategies that are more relevant to the characteristics of digital audiences. However, Susu Mbok Darmi faces challenges in delivering promotional messages through content that can build emotional closeness with the audience without creating the impression of hard selling. This condition indicates the need to develop structured Brand Generated Content (BGC) scripts that are capable of naturally integrating brand messages through a storytelling approach. Therefore, this project developed BGC scripts for the @kita_kelana TikTok account by implementing the Problem–Agitate–Solution (PAS) model as the primary framework for story development.

The objective of this project was to design and implement storytelling-based soft-selling BGC scripts to support the digital marketing communication strategy of Susu Mbok Darmi. The project was developed using the Production Pipeline, which consists of the pre-production, production, and post-production stages. During the pre-production stage, the author identified audience insights, determined content themes, formulated the main ideas, and designed the scripts using the PAS structure, consisting of Problem, Agitate, and Solution. During the production stage, the author ensured that the implementation of the scripts was carried out in accordance with the planned concept through monitoring and on-site adjustments. Furthermore, during the post-production stage, the author evaluated the consistency of the edited videos with the narrative structure before the content was published.

This project produced eight final Brand-Generated Content scripts, eight TikTok videos with a duration of 1–2 minutes, supporting captions, and an Intellectual Property Rights registration as the project outputs. All content was published through the @kita_kelana TikTok account as a digital communication medium for the Susu Mbok Darmi brand. The evaluation results involving 34 respondents indicated that the implementation of the PAS model in script development was able to build audience emotional engagement and support the objective delivery of brand messages. A total of 52.9% of respondents considered the issues presented in the content to be relevant to their lives, while 94.2% stated that the problem introduced at the beginning of the videos successfully captured their attention and encouraged them to watch until the end. In addition, 58.8% of respondents found the storyline easy to understand, and 55.9% stated that the Susu Mbok Darmi product was integrated into the story clearly and naturally. The success of this project was further demonstrated by PT Sumoda Tama Berkah's commitment to continue managing the @kita_kelana account as part of the long-term digital marketing communication strategy for the Susu Mbok Darmi brand.