Video Content Marketing Strategy to Enhance Personal Branding Through a Case Study on DL's Sticky Milk Product

Abstract

This research analyzes the strategy of creating video content marketing to enhance the personal branding of the local beverage product Sticky Milk DL. A qualitative descriptive approach with a case study method was used. Data were collected through in-depth interviews with the brand owner, observation of the content production process, and documentation of the official social media accounts used in the marketing campaign. The analysis covers the pre-production, production, and post-production stages, as well as the impact of the videos on audience perception. The results show that video marketing designed with strong storytelling, attractive visuals, and authentic narrative builds an emotional connection with the audience and strengthens the product's personal branding. This strategy increased consumer engagement on social media, expanded market reach, and differentiated Sticky Milk DL from local competitors. The study recommends maintaining consistency in visual content delivery and using social media as the main platform for brand awareness and positioning strategies, while leveraging the rapidly growing short-form video trend on platforms such as TikTok, Instagram Reels, and YouTube Shorts. The main challenge lies in sustaining content production single-handedly amid limited time and equipment, and the lack of a systematic, data-based performance evaluation.