Strategi Digital Storytelling Telin dalam Membangun Brand Engagement pada Event B2B Global: Studi Kasus BATIC 2025

Abstract

Transformasi digital mendorong perusahaan dengan target B2B menghadapi tantangan komunikasi lebih kompleks. Oleh karena itu, perusahaan perlu memiliki strategi komunikasi digital adaptif dan interaktif. Penelitian ini bertujuan menganalisis strategi digital storytelling yang dirancang Telin di Instagram @batic.events pada kampanye BATIC 2025 dalam membangun brand engagement, menganalisis implementasi digital storytelling melalui visual campaign di Instagram @batic.events, serta mengidentifikasi tantangan implementasi digital storytelling pada konteks pemasaran B2B. Pendekatan kualitatif digunakan dengan metode studi kasus, melalui analisis 17 konten terpilih pada fase pre-during-post event yang didukung dengan wawancara bersama tim internal BATIC dan followers Instagram. Hasil menunjukkan, Telin merancang strategi digital storytelling secara terstruktur dengan narasi bertahap melalui elemen storytelling, message bertema ‘Digital Evolution”, conflict berupa pernyataan retoris serta isu tema besar, characters berupa maskot Bloomeena dan para speaker, serta plot berupa alur tiap fase yang berkaitan. Implementasinya melalui Instagram juga mendorong cognitive engagement lewat pemahaman pesan dan behavioral engagement lewat interaksi berupa likes, comments, dan reshare. Tantangan implementasi teridentifikasi pada faktor internal berupa kondisi aktual yang tidak terprediksi dan faktor eksternal berupa karakteristik platform Instagram yang kurang diminati audiens B2B. Penelitian ini merekomendasikan Telin untuk memperluas digital storytelling ke LinkedIn dan memperkuat konten testimoni pihak ketiga untuk kredibilitas B2B. Penelitian selanjutnya diharapkan mengkaji emotional engagement dan efektivitas engagement melalui nilai konversi.

Digital transformation pushes B2B-targeted companies toward more complex communication challenges, requiring an adaptive, interactive digital communication strategy. This research analyzes the digital storytelling strategy Telin designed on Instagram @batic.events for the BATIC 2025 campaign to build brand engagement, examines its implementation through visual campaigns, and identifies challenges of applying digital storytelling in B2B marketing. Using a qualitative case study approach, 17 selected content pieces across the pre-during-post event phases were analyzed, supported by interviews with BATIC's internal team and Instagram followers. Results show Telin structured its storytelling through a staged narrative built on four elements: message themed "Digital Evolution," conflict conveyed through rhetorical statements and broad thematic issues, characters represented by the Bloomeena mascot and speakers, and plot forming a connected storyline across phases. This implementation drove cognitive engagement through message comprehension and behavioral engagement through likes, comments, and reshares. Challenges arose internally from unpredictable actual conditions and externally from Instagram's platform characteristics, which appeal less to B2B audiences. The study recommends Telin extend its storytelling to LinkedIn and strengthen third-party testimonials to build B2B credibility. Future research should examine emotional engagement and engagement effectiveness through conversion value.