Storytelling for Creating Sensory Experience through TikTok: A Case Study of Ence.perfume
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Abstract
This research aimed to: 1) examine the brand’s storytelling formats on TikTok that effectively drive consumer engagement during the Middle Funnel and 2) investigate the brand’s storytelling approaches that successfully stimulate purchase decisions at the final stage of the marketing funnel. Data were collected through in-depth interviews with 10 customers, and the insights obtained were used to develop TikTok advertisements in both video and static image formats. These advertisements were designed based on the Before-After-Bridge (BAB) storytelling framework, integrated with sensory marketing techniques, and featured three mystical perfume scents. The advertisements, both images and videos, were tested by publishing them on TikTok Shop in three rounds over a period of 30 days. Qualitative data were analyzed using thematic analysis, while quantitative data were obtained from TikTok Ads Manager. The content was tested using A/B testing.
The research findings reveal that using advertising images for brand storytelling is most effective in generating consumer engagement during the consideration or engagement stage (Middle Funnel). Meanwhile, video advertisements that employ storytelling comparing the “before and after bridge” situations combined with consumer-insight-driven narratives and sensory marketing are the most effective format for motivating the target audience to make a purchase decision in the final stage of the marketing process.
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References
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