Proceedings of the 6th International Conference on Vocational Education Applied Science and Technology (ICVEAST 2023)

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Key Opinion Leader (KOL) Approach to Deliver TikTok FMCG (Fast Moving Consumer Goods) Campaig Using SSAV Model: A Perspective from Advertising Industry

Authors
Hardika Widi Satria1, *, Naldo1, Fauzan Ramdhani2
1Creative Advertising Study Program Program Pendidikan Vokasi Universitas Indonesia, Depok, 16424, Indonesia
2Famous Allstars, Jalan Sisingamangaraja Nomor 12, Jakarta Selatan, 12120, Indonesia
*Corresponding author. Email: hardika.satria@ui.ac.id
Corresponding Author
Hardika Widi Satria
Available Online 31 October 2023.
DOI
10.2991/978-2-38476-132-6_29How to use a DOI?
Keywords
Digital Advertising; Key Opinion Leader; Digital Campaign; SSAV Model; TikTok
Abstract

FMCG (Fast Moving Consumer Goods) industry has a rapid pace in term of acquaint its new product through a digital campaign engage with social media like TikTok. Pantene in 2021launched Miracle Hair Supplement and Hair Mask as new line product. The SSAV (Seeding, Sharing, Amplifying, Validating) model is used to attract the attention of the audience as well as the use of KOL from various levels of kind according to the number of followers from mega KOL up to nano KOL. This research was conducted based on observational research within perspective of academician who engaged in advertising industry. The campaign period lasts for four months from January to April 2021. The results of the campaign among others 954 posts, 9,850,403 reach and 769,532 engagements.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 6th International Conference on Vocational Education Applied Science and Technology (ICVEAST 2023)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
31 October 2023
ISBN
10.2991/978-2-38476-132-6_29
ISSN
2352-5398
DOI
10.2991/978-2-38476-132-6_29How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Hardika Widi Satria
AU  - Naldo
AU  - Fauzan Ramdhani
PY  - 2023
DA  - 2023/10/31
TI  - Key Opinion Leader (KOL) Approach to Deliver TikTok FMCG (Fast Moving Consumer Goods) Campaig Using SSAV Model: A Perspective from Advertising Industry
BT  - Proceedings of the 6th International Conference on Vocational Education Applied Science and Technology (ICVEAST 2023)
PB  - Atlantis Press
SP  - 307
EP  - 321
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-132-6_29
DO  - 10.2991/978-2-38476-132-6_29
ID  - Satria2023
ER  -