{"id":3299,"date":"2018-07-12T16:18:53","date_gmt":"2018-07-12T09:18:53","guid":{"rendered":"http:\/\/binus.ac.id\/malang\/?p=3299"},"modified":"2018-07-12T16:18:53","modified_gmt":"2018-07-12T09:18:53","slug":"iklan-digital-yang-menyentuh-hati-seasonal-promotion-strategy-ala-tokopedia-dan-gojek","status":"publish","type":"post","link":"https:\/\/binus.ac.id\/malang\/2018\/07\/iklan-digital-yang-menyentuh-hati-seasonal-promotion-strategy-ala-tokopedia-dan-gojek\/","title":{"rendered":"Iklan Digital yang Menyentuh Hati; Seasonal Promotion Strategy ala Tokopedia dan Gojek"},"content":{"rendered":"<p style=\"text-align: justify\">Iklan di sosial media dengan strategi <em>story telling <\/em>masih menjadi senjata andalan beberapa <em>brand marketplace <\/em>dan <em>techcompany <\/em>dalam melakukan promosi, terutama dalam <em>season <\/em>bulan Ramadhan saat ini. Memasuki <em>season <\/em>khusus tahun ini, Tokopedia dan Gojek juga mengeluarkan senjata <em>seasonal promotion <\/em>dengan me-<em>launching <\/em>video iklan di <em>channel <\/em>Youtube. Rupanya iklan digital menjadi pilihan yang cukup efektif bagi kedua <em>brand <\/em>tersebut. Selain keuntungan dari sisi <em>budget, viral effect <\/em>pun menjadi tujuan utama dari iklan digital.<\/p>\n<p style=\"text-align: justify\">Bulan Ramadhan tahun ini Tokopedia dan Gojek kembali meluncurkan iklan digital yang cukup unik dan memliki alur cerita yang menyentuh. Kedua <em>brand <\/em>\u00a0tersebut membuat video yang sampai saat ini sudah menyedot perhatian puluhan ribu <em>viewers <\/em>dan menjadi video yang viral di berbagai <em>platform <\/em>sosial media. Tokopedia mengusung iklan Ramadan 2018 dengan cerita ringan namun menyentuh hati. Iklan ini menggunakan <em>tagline <strong>Jadikan Ramadan Kesempatan Terbaik<\/strong><\/em>, berangkat dari pesan yang ingin disampaikan Tokopedia mengenai bagaimana momen Ramadan yang merupakan kesempatan untuk melakukan kebaikan dimulai dari diri sendiri kepada orang yang kita sayangi, bahkan orang-orang di sekitar kita. Iklan berdurasi dua menit ini menceritakan kisah Rafi dan Ibunya yang tinggal di daerah pesisir tapi belum pernah mencicipi udang galah seumur hidupnya dan bulan Ramadan menjadi kesempatan bagi Rafi untuk memberikan yang terbaik bagi sang Ibu. Dalam video tersebut, ada <em>value <\/em>tentang arti suatu kebaikan dan pengorbanan, tidak hanya video iklan yang sifatnya hanya <em>hardselling. <\/em>Sebagaimana kita selalu berusaha untuk memberikan yang terbaik bagi orang yang disayangi.<\/p>\n<p style=\"text-align: justify\">Serupa namun tak sama, Gojek pada bulan Ramadhan membuat iklan Ramadan dengan <em>tagline<\/em> <em><strong>Cari Pahala. <\/strong><\/em><em>Dengan mangangkat sosok anak kecil sebagai figur utama dalam video tersebut, Gojek ingin menyampaikan kepada <\/em><em>audience <\/em><em>dari sisis emosional namun tetap terlihat <\/em><em>cheerfull <\/em><em>dan menarik. Dalam sebuat situs bisnis, VP Brand dari Gojek menyatakan bahwa dengan <\/em><em>campaign <\/em><em><strong>Cari Pahala,<\/strong><\/em> Go-Jek siap membantu para pelanggan tidak hanya untuk lebih mudah menjalankan ibadah di tengah kesibukan sehari-hari serta lebih mudah dan nyaman dalam menikmati makanan sahur dan berbuka puasa, tetapi juga untuk lebih banyak berbagi dan berbuat kebaikan kepada sesama. Hal ini terbukti dengan meningkatnya pesanan Go-Food hingga 450% pada saat sahur dan pesanan Go-Ride ke masjid-masjid populer di Jakarta yang mencapai rata-rata 58% di bulan Ramadhan ini. (Triwijanarko, 2018 <em>Marketeers.com<\/em>).<\/p>\n<p style=\"text-align: justify\">\n","protected":false},"excerpt":{"rendered":"<p>Iklan di sosial media dengan strategi story telling masih menjadi senjata andalan beberapa brand marketplace dan techcompany dalam melakukan promosi, terutama dalam season bulan Ramadhan saat ini. Memasuki season khusus tahun ini, Tokopedia dan Gojek juga mengeluarkan senjata seasonal promotion dengan me-launching video iklan di channel Youtube. Rupanya iklan digital menjadi pilihan yang cukup efektif [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[127],"tags":[],"class_list":["post-3299","post","type-post","status-publish","format-standard","hentry","category-public-relations"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Iklan Digital yang Menyentuh Hati; Seasonal Promotion Strategy ala Tokopedia dan Gojek | BINUS UNIVERSITY MALANG | Pilihan Universitas Terbaik di Malang<\/title>\n<meta name=\"description\" content=\"BINUS University Malang Merupakan Universitas Terbaik di Malang dengan Program Computer Science, Entrepreneurship Bussiness Creation, Computer Science, Interior Design, Communication, Public Relations, Visual Communication Design.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/binus.ac.id\/malang\/2018\/07\/iklan-digital-yang-menyentuh-hati-seasonal-promotion-strategy-ala-tokopedia-dan-gojek\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Iklan Digital yang Menyentuh Hati; 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