Digitalize Your Brand: Case Study on How Brands

Utilize Social Media Platforms to Achieve Branding

and Marketing Goals
Mia Angeline
Marketing Communication Program,
Communication Department,
Faculty of Economics and
Communication
Bina Nusantara University
Jakarta, Indonesia 11480
mia.angeline@binus.edu
Stephany Chandra
Marketing Communication Program,
Communication Department,
Faculty of Economics and
Communication
Bina Nusantara University
Jakarta, Indonesia 11480
limited.editionz@gmail.com
Farhana Kinanti
Marketing Communication Program,
Communication Department,
Faculty of Economics and
Communication
Bina Nusantara University
Jakarta, Indonesia 11480
kinantifarhana@gmail.com

Yasa Singgih Yuanita Safitri

Marketing Communication Program, Marketing Communication Program,
Communication Department, Communication Department,
Faculty of Economics and Communication Faculty of Economics and Communication
Bina Nusantara University Bina Nusantara University
Jakarta, Indonesia 11480 Jakarta, Indonesia 11480
yasa.tridharma@yahoo.com yuanita.safitri@binus.edu

Abstract— Changes brought by social media have impacts
on brands and users alike. In today’s digital era, social media is
not only a means of communication but also a means of self-
expression, used by both individuals and organizations. The
utilization of social media, especially by brands are interesting
to observe. This research focused on question of how social
media platforms were utilized by each brand to achieve
branding and marketing goals? At present, little work has been
carried out regarding this topic, especially for Indonesian
brands. By examining the elements of how these brands used
social media platforms, hopefully it can enlighten others to
strengthen their online brands presence and identity. Using
qualitative approach, and case study as a method, this study
chose three Indonesian brands in F&B (CHAMBER), fashion
(PVRA) and personal (Edho Zell) which represents a brand in
products, services, and personal self. Content analysis were
used to analyze and build common themes. Data analysis
followed three phases of data reduction, data display, and
interpretation. The result shows that the utilization of social
media for these three brands is still for short-term marketing
goals or activations. There is little or almost no long-term
relationships engagement in the posts. Moreover, the three
brands already knew their target audiences in social media.
And although these brands have different goals of social media
utilization, they already developed solid brand identity.
Keywords—social media, digital marketing, brand story,
brand identity
I. INTRODUCTION
For every action, there is an equal and opposite
reaction, plus a social media overreaction. A decade ago, we
were thrilled to connect with our childhood friends with the
help of Facebook. Now, we are excited to share our lives
with strangers and followers through Instagram. Changes
brought by social media have impacts on brands and users
alike. In today’s digital era, social media is not only a means
of communication but also a means of self-expression, used
by both individuals and organizations.
Indonesia, as a multicultural country, has a high
internet penetration rate. In 2018, 56 percent of the
Indonesian population had access to the Internet, and 56
percent of the said population used social media [1]. The
culture of sharing makes Indonesia known as the social
media capital of the world, and citizens of Jakarta have been
found to tweet more than any other city on Earth [2]. This
sharing habit and social media addiction require not only
brands, but also public figures in Indonesia to use social
media for their businesses, hence the need for branding
through social media. In addition to increasing reputation
and sales figures, social media branding is also used to
construct a relationship between brands and their customers
or between persons and their followers.
Currently, not only brands can be benefited from
social media, but regular persons can use social media to
enhance their personal branding. The Internet has pushed
users to be publishers and creators, which eventually
develop trust and engagement [3]. Social media is a catalyst
for new professions such as influencers and content creators,
who not only shared their original content but also serve as
inspirations for many others.
Diamond identified several things that need to be
considered to analyze how effective a social media branding
strategy is. Diamond stated that an active social media
branding strategy requires a story, channel, visual identity,
and community [4]. Although digital communication
channel is getting lower in costs and easier to use, a
relationship between brands and customers is merely profit-
oriented [5], with digital media customers having various
sources other than the brand itself [6].

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 Hootsuite released yearly data of the top three most
active social media platforms in Indonesia i.e. YouTube,
Facebook, and Instagram [1]. Among the most popular
content on social media are photos or videos of food,
fashion, and personal self. Reference [7] stated that 80
percent of Instagram global users follow at least one
business account. While 75 percent of global users will
likely to take action such as visiting a website or buy a
product via mobile. Whereas, 92 percent of Indonesian
actively engaged with social media almost daily [1]. With
these numbers, it is no coincidence that almost all food &
beverages (F&B) and fashion brands have their own
Instagram account [8][9].
Since social media branding is fundamental for
brands, many local brands in Indonesia focus their branding
activities on Instagram. This study chooses three Indonesian
brands in F&B, fashion, and personal (individual) which
represents a brand in products, services, and personal self.
Firstly, we chose CHAMBER, an upper-class dining
restaurant located at the heart of Jakarta, who has just
launched its new brand identity ‘The Paradigm Shift’.
Another, a local fashion brand, PVRA, whose main product
is beaded sandals and around 70 percent of PVRA
marketing activity is done through social media. With high-
quality products and targeted marketing, PVRA successfully
awarded Cleo Fashion Awards 2016 and selected as a
regular participant in annual Jakarta Fashion Week. Lastly,
we choose Edho Pratama or better known as Edho Zell, an
Indonesian content creator and influencer with the second
biggest subscribers in YouTube and Instagram. Through his
parody and comedy act, Edho successfully awarded the
Gold Play Button from YouTube.
The substantial identity and story behind these
three brands are essential to be presented to their respected
audiences. The most engaging contents on social media are
beautiful visual with equally beautiful background stories.
Thus, each brand needs to have a strong visual and brand
story on social media platforms. Therefore, the research
question of this study is how social media platforms were
utilized by each brand to achieve branding and marketing
goals? The purpose of this research is to explore previously
selected brands’ utilization of social media platforms
regarding branding and marketing goals. Although branding
is needed for companies to establish brand equity, there is
little to almost no work carried out on Indonesian brands
utilization of social media platforms, as far as the authors
are aware.
The paper begins with an introduction of branding
on social media, brand story, and brand associations
concepts. On the second part, the methodological approach
of the study is presented. Then, we presented the research
findings, followed by a discussion and directions for future
research.
II. LITERATURE REVIEW & STATE OF THE ART
Branding is a well-established concept in
marketing and a necessary process for companies to
cultivate brand equity. Keller defined steps to leverage a
brand’s competitive advantage in the process of branding
[10]. These steps start with brand awareness, which serves
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as the groundwork for creating strong brands and act as a
facilitator for brand associations and eventually resulting in
brand image. Next step is brand associations, which
involves three dimensions i.e. attributes, benefits, and
attitudes [11].
As a concept, brand association is strongly related
to brand identity [12]. Brand associations may grow and
develop in the customers’ mind through customers’
experiences with a brand [13]. During this process,
customers construct brand knowledge to help them identify
with brands and eventually will lead to a greater sense of
brand loyalty [14]. Fournier & Avery added that these
unique brand associations enable brands to build a particular
brand image and cultivate strong customer-brand
relationships [15]. Therefore, we can conclude that to build
a strong brand, solid relationships between brand and
customer is also required.
A. Branding and Social Media
The arrival of social media has helped brands in
building relationships with fans and customers alike. Social
media offer changes in personal relationships through
increased brand-customer interaction and brand associations
[11]. Customers may search for various information and
recommendation regarding brands with ease, based on
characteristics of each social media platforms. Thus, a
variety of communication types is needed to increase
interaction and engagement between brands and customers
[16], also it may affect customer behavior positively [17].
Early researchers on online communities proposed
two basic aims why brands interested in social media
platforms; word of mouth and market research [18].
Customers are free to create and spread brand-related
knowledge to their friends [19]. Also, by using social media,
brands are capable to get close and gather information
regarding customers’ preferences, needs, and behaviors.
Other than products and services, people can also
benefit from the branding process. ‘Human as a brand’ – or
known as the personal brand concept was originated from
brand management literature. Personal brand refers to a
comprehension of one’s unique attributes – strengths, skills,
passion and uses them to differentiate themselves from
others and act as guidance for business decisions [3]. To
build a strong personal brand, Montoya proposed eight
‘laws’ or a set of qualities that could be built into a brand;
specialization, leadership, personality, distinctiveness,
visibility, unity, persistence, and goodwill. He then
narrowed them into three essential elements i.e. clarity,
specialization, and consistency [20].
Regarding the branding process through social
media, Diamond mentioned several advantages of social
media branding, namely, promoting micro-messages by
using social media elements, inspiring loyalty, archiving
history records, balancing brand message and maintaining
employee’s satisfaction. Diamond also proposed several
elements that need to be considered for social media
branding i.e. (1) Story, (2) Community, (3) Channel and (4)
Visual Identity [4].
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 The first element is Story, which according to
Diamond, refers to a background story of a brand that is
built on social media. The story needs to include brand
values, unique selling propositions, brand credibility to
persuade audience perception and buying behavior as well
as originality to induce audience loyalty. The next element
is Community, which will reflect the values of a brand. For
social media branding, a brand needs to focus on its primary
target audience, opinion leaders and the power of word-of-
mouth to elevate the brand to other unreachable groups of
audiences. Another element is the Channel, which can either
improve or destroy the brand image. There are various
channels available for brands, such as social media, email,
blog, website, etc. The right choice of channels is crucial to
improving the brand image. The last element is Visual
Identity, a non-text element that is easy to remember when
the audiences talk about the brand. Visual identity includes
logos, icons, avatars, brand colors, graphics, and photos.
These four elements are needed to build brand awareness
and brand associations in social media.
B. Brand Story, Storytelling, and Brand Identity
A background story is always fascinating and more
comfortable to remember rather than statistical data. For a
brand, a strong story can influence customers’ brand
experiences, including emotion, cognition, and response to
stimuli related to a brand [21]. The story has a structure
which makes a holistic experience for the audience, and they
engage in the emotional side of a brand. Kaufman added
that storytelling induced positive reactions to a brand, and
strong storytelling could become the brand’s uniqueness
[22].
A compelling brand story is like narration or
traditional folklore, which consists of solid characters and
engages a chronological plot [23][24]. The audience should
be able to identify the characters of a brand, and the
message should also set the brand in a positive manner [25].
A brand story must be original because the audience is
becoming more critical to promotional strategies [26]. The
story itself can be fiction or non-fiction as long as it is easy
to identify and foster a sense of similarity with the
characters [25].
In her article, Rush proposed six characteristics of
storytelling in relation to social media marketing i.e. (1) it is
developed from the right understanding of target customers;
(2) it serves as an emotional push factor in purchasing
decision; (3) it should maintain its originality and reliability;
(4) it should utilize the power of channels; (5) story
elements should be credible and finally, (6) it should
motivate user-generated contents [27].
This study also decided to further analyze visual
identity by enhancing it with the brand identity concept.
Kotler & Keller defined brand identity as a unique set of
brand associations created by a branding strategy [28]. This
association reflects the position of the brand in the
consumers’ perception and is the brand's promise to the
customers. Brand identity is the desired image that the brand
wants to convey to the target audiences. Brand identity
shapes the relationship between a brand and its customers
through value propositions, which involve functional
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benefits and emotional benefits. However, since brand
identity comes directly with the sender, it may translate
different to the customers [29]. What the customers are
perceived regarding the brand is called brand image. When
customers have a recollection of favorable and strong brand
associations, customer-based brand equity may develop
[11].
III. METHODOLOGY
This study used a qualitative descriptive approach
and a case study method. The population of this study is
Indonesian local brands that have established digital
branding and marketing strategy in either Instagram,
Facebook or YouTube. These social media were set as a
standard since the three platforms are the most active social
media platforms in Indonesia [1]. We categorize and
selected brands that represent service, product, and public
figure. Brands were chosen based on the number of fans or
followers on social media, compared to respected
competitors. Therefore, we chose CHAMBER to represent a
service company, PVRA as a product company, and Edho
Zell to represent public figure category.
A. Data Collection
Data collection has been carried out through in-
depth interviews with Edho Zell, the owners of PVRA,
digital marketing managers responsible for the social media
strategy for CHAMBER and PVRA. Additional interviews
with customers of the selected brands may be conducted
when deemed as necessary. An interview guide was devised
fitting to the needs of the study. The guide was divided into
several parts i.e. background factors that drove each brand
to use social media, the social media strategy, brand story,
and brand identity. Other than interviews, data also has been
collected through digital observation method by observing
each brand’s social media account for a specified period
(around 3 months). We used a personal account to observe
and analyzed interaction between brand and audiences.
B. Data Analysis
We used content analysis to analyze the data in order to
build common themes. In this process, we also were looking
for a reference to concepts which had been introduced in the
literature section. The process of data analysis followed
three phases; data reduction, data display, and interpretation
[30]. Meaningful results are presented in the discussion
section.
IV. RESULTS
A. Background Factors
Each brand has a different reason that drove them
to rely on social media. For CHAMBER, the reason is
mainly for branding purposes. Located in an upper-class
shopping mall in the heart of Jakarta, CHAMBER targeted
socialites, mainly women, who enjoy Jakarta’s nightlife and
actively participate in their jet setters circle. The name
CHAMBER was taken from an English word having the
meaning of 'space'. Therefore, CHAMBER is associated
with a space that contains something special, reserved for
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special people. By learning that their target customer group
are very active in Instagram, CHAMBER has no choice but
choosing Instagram as their main branding platform. These
factors are the reasons for CHAMBER to build ‘The
Paradigm Shift’ as their main brand story and identity (see
more in the Brand Story section).
On the other hand, PVRA has a completely
different motive. Their main cause of using social media is
profit-driven, hence to fulfill sales and marketing goals. As
a startup, PVRA did not have a lot of marketing budget, and
by using social media PVRA can achieve most of the
branding and marketing target with low cost. PVRA target
market is mostly women, 18 to 40 years old, middle to
upper-class economic background, and those who live in big
cities in Indonesia. On further analysis, PVRA realized that
their target market is the same as Instagram users’
characteristics, therefore they decided to rely solely on
Instagram to fulfill the goals.
Lastly, Edho Zell also has an interesting motive for
him to use social media. Started with working odd jobs,
Edho got inspired from a viral lip-sync Indonesian YouTube
video back in 2010. Edho started his own channel on
YouTube by creating comedy and adult pranks content. His
first channel had problems until it needed to be shut down.
Then, Edho realized that he needs a new image for himself
and started a second channel on YouTube. Edho changed
from adult-related videos to family friendly content. Still
using parody and comedy act, he successfully won his
audiences by gaining more than one million subscribers on
YouTube and Instagram.
B. Brand Story
As mentioned above, the CHAMBER’s ‘Paradigm
Shift’ was born from the need to distinguish itself in a
highly competitive environment. CHAMBER is not the first
upper-class restaurant who has upper-class socialites as their
main target. Therefore, CHAMBER needs a strong brand
story. The Paradigm Shift concept shows the world's
renowned figures who changed the paradigm of society in
their respective time. The Paradigm Shift itself was inspired
by the story of Adam and Eve, in which Eve was told to eat
a forbidden fruit by the persuasion of a snake. At that time,
there was a shift in human’s mindset that changed the world
forever. This story inspired The Paradigm Shift, crafted in
such a way with relevance to the current society. The
Paradigm Shift also meets the element of authenticity.
Although the original inspiration originates from non-
fiction, the concept and the implementation had not been
used as a reference for any F & B company in Indonesia
until then. In the Paradigm Shift, there are world-renowned
figures (randomly selected) represented as murals in the
interior of the CHAMBER. Some of them are Nikola Tesla,
Billie Holiday, Groucho Marx, Vera Ellen, and Bruce Lee.
These five figures represent the paradigm shift in
CHAMBER’s version. These characters are not interrelated.
All five are from different countries and backgrounds.
However, they share a similarity, in that they became
pioneers in their respective fields. Therefore, the 5W1H
questions of a brand story are not explicitly stated, but
stored in the form of murals. However, the stories of the
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figures featured in the CHAMBER’s interior do not
elaborate on a single story that has a plot. Furthermore,
these figures are not intertwined. They even lived in
different eras and times. The featuring of these figures was
primarily aimed to be a conversations starter for visitors.
While for PVRA, the story revolves around
economic empowerment and creating beautiful luxury
products. PVRA always put forward their best product’s
qualities which are handmade and using only local
craftsman. The main brand story concept can be seen from
the tagline which is to look good, feel good, and do good.
They want to denote that beauty is not pain – a belief that
people will not need to sacrifice something to look good.
They also collaborate with WeCare.id to create ‘In Their
Shoes’ campaign. This campaign aims to donate a portion of
the sales for a medical patient in need to help Indonesian
healthcare system. However, the background story of why
they align the brand with healthcare is not clear and not
communicated to the customers.
Finally, for his personal brand story, Edho was
focusing on contents that are educational and entertaining.
Edho realized his talent for comedy acts, and use it to
personalize his channel. Mainly focusing on parody and
informative contents are what distinguish Edho apart from
other YouTubers. Edho, by calling himself ‘Parody Man’,
always make sure that his contents can be safely consumed
by people of all ages. Through consistency for several years,
Edho is now known as The King of Parody in Indonesia.
C. Brand Identity
CHAMBER started as a collaboration with a
distributor of alcoholic beverage in Indonesia, which gives
access to alcoholic drinks at relatively low prices. These low
prices drinks are what CHAMBER considered to be
emphasized at the beginning. But after seeing the
competitive market, almost all similar restaurants are using
the same positioning. By establishing ‘the Paradigm Shift’
concept and characters, CHAMBER certainly has
established high-end market segmentation – and the concept
also translated well into the brand and visual identity.
CHAMBER is clearly setting the brand identity to be luxury
and lavish. The CHAMBER logo is crafted through a series
of letters and color selection processes tailored to its class of
solid shape with concrete gray and gold finish. Other in
social media, CHAMBER’s identity is also implemented in
various designs from interior design space to visual content
and digital brochures. However, there is cohesiveness
between the various visual styles in CHAMBER’s brand
identity – this can be acquired via a solid brand manual.
Unfortunately, CHAMBER’s ‘Paradigm Identity’ is not
shown in their social media account, either in the captions or
profile description.
On the other hand, PVRA clearly stated the identity
to be feminine and luxury, since their target audiences are
90 percent female. Therefore, PVRA chose to use pastel
colors for their brand and visual identity. For a startup,
PVRA put considerable attention for their social media
branding activities. PVRA has a strict guideline for social
media, also implements double checking before publishing
each post. Each post has solid continuity in the term of tone,
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product photos, or nuance. Just like CHAMBER, there is a
unity between the brand and visual identity. However,
PVRA’s social media account has not revealed a strong
brand story.
Lastly, after a successful rebranding, Edho is
certain with his new brand identity. Edho stated that he
wants to be perceived as someone who is polite, friendly,
and have a strong religious belief. To emphasize his brand
identity, Edho collaborated with social crowdfunding
website to give donations to children with cancer. Edho
consistently shows his identity through caption and social
media comments. He uses two social media platform,
YouTube and Instagram with different usage. For his main
content, Edho will use YouTube, while to show his daily
activities, Instagram is deemed a better platform for Edho.
For almost 9 years, Edho always posted videos regularly to
his channel without fail. He shows unity and cohesiveness
between his online and offline identity.
V. DISCUSSIONS
The study wanted to explore the utilization of
social media by Indonesian brands in the products, service,
and personal categories. The findings reveal that there are
similarities and differences of social media utilization
between CHAMBER, PVRA, and Edho Zell. The utilization
of social media for these three brands is still for short-term
marketing goals or activations. There are little or almost no
long-term relationships engagement in the posts. Moreover,
the three brands already knew their target audiences in
social media. And although these brands have different
goals of social media utilization, they already developed a
solid brand identity.
However, the differences are in the brand story.
Good storytelling is like traditional narratives and fairy tales
[31], which answers questions such as who, what, why,
where, when and how [32]. Consisting of the beginning,
middle, and end, according to Lehnert, the brand story
reveals an event in a chronological order called a plot [23].
Unfortunately, although the basis of the stories is
moderately strong for the three brands, they have not yet
developed a plot to connect between characters or between
concepts. Whatever stories remain have not yet
communicated to the customers. For example, CHAMBER
never explain why they chose Nikola Tesla or Bruce Lee as
one of the brand story character. Another example is PVRA
which only displayed the basic brand story in their website.
Rush proposed six characteristics of storytelling
[27]. Of the six characteristics, we can conclude that
CHAMBER failed to maximize the utilization of channel
and to encourage user-generated contents. Most user-
generated contents were only concerned with the food and
drinks. While PVRA and Edho already meet these
characteristics but lack in emotional push factors.
These three brands have implemented social media
strategy on varying degrees. To analyze further, we need to
understand the goals of each brand. PVRA has clearly stated
its goal is to increase sales figures, while CHAMBER at
first stated to gain brand reputation but now resort to
marketing activation and drive sales. The only difference
comes from Edho, at first his branding goal is to become a
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parody man, however as he started his own family, his
personal branding goal shifted to “family man” image. It can
be seen from his YouTube and Instagram account and
hashtag #keluargael. The goals then will determine the main
message from each brand.
In terms of social media guidelines, PVRA
admitted that they have strict social media guidelines. Every
post should be related and every day they need to post at
least three images/video per day, and each post needs to be
related in terms of nuance, product photos, or color tone. On
the other hand, CHAMBER has a brand manual, but they
have minimal social media guidelines. Moreover, Edho Zell
also has consistency in social media posting, and
differentiate usage between YouTube and Instagram. Edho
does not have a social media guideline since he did most of
the work himself.
Montoya proposed three essential elements of
personal branding i.e. clarity, specialization, and consistency
[20]. By analyzing Edho Zell personal brand story and
identity, we can conclude that he fulfilled these elements.
As discussed in the results section, Edho built his
specialization in parody and comedy act, which is safely
consumed by people of all ages. Edho also develop a
‘religious family man’ identity, and his contents on social
media are consistent with his preferred identity. Moreover,
Edho also shown clarity with his message in each video. He
clearly defines that he will not post anything considered as
‘sensitive’.
To maintain digital presence and long-term
relationships with customers, brands should encourage
active conversation in their social media accounts [33].
Therefore, it is better to rewards active participants in any
social media account. Either CHAMBER, PVRA, and Edho
frequently give feedbacks to comments in their social media
accounts, however, apart from Edho, both PVRA and
CHAMBER needs to give further encouragement for
customers to engage in transactional behaviors. Finally,
consistent monitoring and evaluation are also needed for
brands to learn about their customers e.g. what type of
content they enjoy the most or what type of benefits would
they perceive to give brands the leverage above competitors.
VI. CONCLUSION
From the results and discussion above, we can conclude that
the three brands utilize social media platforms in different
ways. Both PVRA and Edho had stated their goals clearly
which focused on sales and reputation. The goals will affect
the brands’ story and identity. The background for stories
were strong for these brands but none have yet developed a
solid narratives or plot. Without good narratives, audiences
seldom willing to engage or participate in online
conversation. Therefore, brand story is also needed to build
brand loyalty. The lack of engagement was shown by PVRA
and CHAMBER followers. Only Edho who successfully
build a story revolving his family, and resulted in loyal
audiences for his channels. In short, brands need storytelling
to communicate their background story to achieve active
engagement in their preferred channels. This will lead to
strong digital presence and long-term relations with the
customers.
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VII. LIMITATIONS AND IMPLICATIONS FOR FUTURE RESEARCH
This research is not without limitations. First, we
admit the small sample of only one brand in the product,
service, and personal category. Second, the findings are
based on interviews and content analysis from the brands’
social media accounts and it does not consider the
customer’s point of view. However, this limitation also
offers an opportunity for future research. Therefore, there is
still a substantial scope for further research related to how
brands utilize social media to achieve either branding or
marketing goals. Future studies should explore a larger
sample of brands in product, service, and personal
categories. Preferably from brands with varying levels of
financial support. Also, future research could include other
available social media platforms other than Instagram and
YouTube.
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