The Role of Storytelling Ads in Increasing Eatsambel Engagement on The Tiktok Application

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Published: Jul 29, 2025
DOI: https://doi.org/10.28932/srjd.v9i2.10871
Keywords:
brand engagement, Eatsambel, sambal, storytelling, Tiktok brand engagement, chili sauce, Eatsambel, storytelling, Tiktok

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Shanaya Layla Maulida
Fakultas Arsitektur dan Desain, Institut Teknologi Nasional Bandung, Indonesia
Wiwi Isnaini
Fakultas Arsitektur dan Desain, Institut Teknologi Nasional Bandung, Indonesia

Abstract

Eatsambel is a brand of chili sauce products launched in 2018, and in 2020 the product strengthened its digital marketing strategy through the TikTok platform which significantly increased views. This research is to examine the role of storytelling ads that use funny characters and silly but relevant everyday stories. The method used is a qualitative research method including analysis of ad content and assisted by quantitative data in the form of a survey of TikTok application users. It aims to analyze how storytelling elements in Eatsambel ads on TikTok can influence audience engagement as measured by the number of views, likes, comments, and shares. In addition, this research seeks to identify visual elements and design principles that contribute to attracting attention and maintaining audience engagement with ad content. This is to emphasize the importance of brand association in the context of local product marketing, create a more personalized experience, and prove the effectiveness of making Eatsambel a brand that is discussed among the public.

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How to Cite
Maulida, S. L., & Isnaini, W. (2025). The Role of Storytelling Ads in Increasing Eatsambel Engagement on The Tiktok Application. Serat Rupa: Journal of Design, 9(2), 185–204. https://doi.org/10.28932/srjd.v9i2.10871
Issue
Vol. 9 No. 2 (2025): JULY-2025
Section
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

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