Consumers of Indonesian Wardah Cosmetics are the Focus of an Analysisis of Visual Storytelling Marketing

Abstract

Storytelling is a style of communication that employs a variety of elements in the form of a story or narrative. Compared to logical arguments, statistical data, and facts, storytelling is more credible. Wardah is one of the companies that has utilized marketing through visual storytelling in its advertising. In order to strengthen branding by connecting the company through values and emotions, this study aims to determine how Wardah cosmetic consumers perceive the visual aspects of storytelling marketing. In order to explore and examine the data, this study used a phenomenological design. According to the study's findings, all of the participants who used Wardah cosmetic products were able to comprehend the visual aspects of storytelling marketing, including design, personalization, usefulness, personality, storytelling, shareworthiness, real-time, and amplification. The findings also demonstrated that the ideals expressed in the visual content of the Wardah cosmetic advertising create an emotional bond among all study participants. The study's findings also revealed that every participant acknowledged that the visuals in the advertising gave the idea that Wardah was a halal cosmetic, which might have a favorable effect on the company's reputation.