Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jobmark: Journal of Branding and Marketing Communication
Roby Zul Fanani
Scorex Digital
Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
See What's Real: Creative Brand Publicity of Netflix When Launching 'Straw Hats Unite: All Aboard the Going Merry' Dhea Rizky Amelia; Roby Zul Fanani; Ersal Bioldy
Jobmark: Journal of Branding and Marketing Communication Vol. 7 No. 1 (2025): JOBMARK Vol 7 No 1 (July-December 2025)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v7i1.402

Abstract

This article discusses Netflix Indonesia's creative brand publicity strategy in promoting the release of the One Piece live action film 'Straw Hats Unite: All Aboard the Going Merry.' With a qualitative descriptive approach, this study uses data collection methods through documentation and tracing of digital, media, professional, and scientific documents related to creative brand publicity and the event and momentum of the launch of the One Piece live action film. The study found that although Netflix Indonesia uses a creative brand publicity strategy with omnichannel, the launch of the Going Merry ship in PIK which is the icon of the film's narrative is the main element in this campaign. Netflix collaborated with many influencers on social media to promote the Going Merry ship and the release date of the One Piece live action film on Netflix. As a result, this campaign received a lot of organic publication from netizen content and national media.
Co-Authors Dhea Rizky Amelia Ersal Bioldy