Introduction

Promotional culture is an activity carried out by individuals to promote identity and manage an image. Other opinions also state that it can help develop the target market and grow the economy. The primary asset of promotional culture is the core image or identity of the entity which is the brand itself that desires to communicate to its public (Powers & Greenwell, 2016).

“What’s in my bag” is a form of promotion, intended or not, popularized by creators and celebrities that is used as entertainment content to be consumed by the public, specifically through social media. The content is mainly about showing what is inside the individual’s (the creator) bag and showing it to the camera. Based on previous research by Dabbous and Barakat (2020), content quality has proven to have a significant impact on brand awareness and a consumer’s hedonic and utilitarian motives to engage in social media.

The campaign objectives are derived by using the S-O-R paradigm by Mehrabian and Russel (1974). By using the promotional content of “What’s in my bag” as the stimuli (Stimulus) to generate an emotional or cognitive reaction (Organism) that ultimately drives consumers’ behavioral response towards the brand (Response). This can be achieved towards SMART objectives as below:

• To have an effect on TikTok user’s awareness of promotional culture (1200 video views within a week)
• To have an effect on the acceptance of the target audience (100 video likes within a week)
• To have an effect on the action of the target audience (10 comments within a week)

Goals

The campaign’s goal is to position the product as a brand consumed or used by figures on social media as a direct communication form and use TikTok as a healthy medium to interact with consumers.

Target Audience

What’s in My Bag is a type of challenge that is usually done by celebrities, so the target audiences that match this type are teenagers who love KPOP and career women with a penchant for fashion. They intend to buy similar kinds of stuff with the same brand.

Tactic

What’s in My Bag content is about opening the bag and showing inside the bag to the camera while we are explaining the other stuff that was brought by us inside of the bag. The stimulus revolves around the specific product that is being taken from the bag or the bag itself. This stimulus will hopefully trigger a reaction of behaviour response by either looking straight at the product or being persuaded by the creator of the specific product. As content creators for “What is in My Bag”, we can also use a “call to action”, for example, “Check this yellow box for more items”. As we know that TikTok has provided a feature for shopping, so if there is an interested audience, they can click the yellow basket above the display name. Furthermore, repetition aids in breaking through the clutter. Generally, the more frequently a message is heard, the more likely it is to be believed; however, it is also critical to avoid over-sharing your messages and affecting message burnout. Since we are aiming to use TikTok as a healthy medium to interact with consumers that are being used by a promotional culture, content that is usually created by magazines that focus on beauty, health, and life, such as Vogue, is expected to become a forum for discussion. Thus, as long as we do unboxing, we also need to explain why we are bringing the item or what items should not be carried in the bag. Then the content of “What’s in my Bag” is an effective alternative to market goods because our society declines the implementation of market principles.

Evaluation Metric

TikTok is one of the social media that is downloaded by many users. There are many ways to evaluate the metrics of this application; for example, users can observe based on the number of followers that has increased, the number of likes, comments that respond to each other, and also how many has been shared. In addition, TikTok also provides a feature for its users to analyze the contents weekly, and monthly metrics, as well as information related to videos because before uploading the most searched keywords or hashtags, were used. Furthermore, TikTok users can also see the time if they want to upload content; the reason is that social media also has termed as the golden hour when many users are active at that hour.