Proceedings of the 3nd Annual International Conference on Natural and Social Science Education (ICNSSE 2023)

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The Golden Circle Model in GoSend Advertising Strategy

Authors
Andys Tiara1, *, Wininda Qusnul Khotimah1
1Communication Science Study Program, FISIP, University of Muhammadiyah Prof. Dr. HAMKA, Yogyakarta, Indonesia
*Corresponding author. Email: andys@uhamka.ac.id
Corresponding Author
Andys Tiara
Available Online 6 June 2024.
DOI
10.2991/978-2-38476-242-2_60How to use a DOI?
Keywords
golden circle model; marketing; advertising; gosend; social media
Abstract

This study explores the application of the Golden Circle Model within the context of digital marketing, particularly through the case analysis of the Gojek #CepetanGoSendInstant advertisement featuring Ariel NOAH and its significant acclaim, including the Best Storytelling award at the YouTube Works Awards Indonesia 2022. Employing qualitative content analysis, the research examines the advertisement's strategic utilization of social media to introduce GoSend's Instant 1 h Guarantee feature, achieving over 6 million views and 8,000 likes by November 2021. The analysis focused on the Golden Circle Model's components: Why (the ad's ability to inspire and offer solutions), How (the unique selection of talent and music to enhance relevance), and What (the clear communication of GoSend's services). The findings reveal that effective advertising, exemplified by this campaign, constructs a narrative around common experiences or problems, leveraging the “Why” to resonate, the “How” to differentiate, and the “What” to inform. This study underscores the importance of a deep understanding of the product and the strategic articulation of its purpose, method, and essence in creating impactful digital marketing campaigns.

Copyright
© 2024 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 3nd Annual International Conference on Natural and Social Science Education (ICNSSE 2023)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
6 June 2024
ISBN
978-2-38476-242-2
ISSN
2352-5398
DOI
10.2991/978-2-38476-242-2_60How to use a DOI?
Copyright
© 2024 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  - Andys Tiara
AU  - Wininda Qusnul Khotimah
PY  - 2024
DA  - 2024/06/06
TI  - The Golden Circle Model in GoSend Advertising Strategy
BT  - Proceedings of the 3nd Annual International Conference on Natural and Social Science Education (ICNSSE 2023)
PB  - Atlantis Press
SP  - 614
EP  - 630
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-242-2_60
DO  - 10.2991/978-2-38476-242-2_60
ID  - Tiara2024
ER  -