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All Journal MEDIOVA: Journal of Islamic Media Studies
Fikry Fachrurrizal
IPB University, Bogor, Indonesia

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QUEST FRAMEWORK AS A STORYTELLING STRATEGY AT THE SOFT LAUNCH ALLO BOOK ATELIER RIRI Aulia Azza; Willy Bachtiar; Fikry Fachrurrizal
MEDIOVA: Journal of Islamic Media Studies Vol. 6 No. 1 (2026): SIX EDITION - NO 1
Publisher : Prodi Jurnalistik Islam IAIN Syaikh Abdurrahman Siddik Bangka Belitung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32923/tzfq1n16

Abstract

This study analyzes the application of the QUEST Framework as a storytelling strategy in digital campaigns and brand activation at the soft launch event of Atelier Riri’s book ALLO (A Life Less Ordinary). As an architecture firm with 15 years of experience, Atelier Riri required a repositioning of its brand identity toward a “New Mature Image” to bridge the gap between internal philosophical values and public perception. This research uses a mixed-methods approach with a convergent descriptive case study design. Data were collected through in-depth interviews with the internal team, participatory observation, and evaluative audience surveys (n=32). The results show that the systematic implementation of the five stages of the QUEST Framework succeeded in transforming complex architectural concepts into inclusive and poetic narratives. The impact of the strategy was validated by 1,337 likes and 70,200 viewers on one main Instagram post, as well as an average survey score of 4.84/5.00 for message clarity and 4.75/5.00 for emotional resonance. Post-event interviews with RY confirmed that storytelling successfully humanized the brand and unified the firm’s 15-year legacy into a cohesive and meaningful identity.
Co-Authors Aulia Azza Willy Bachtiar