[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"detail-sidebar-cat-0-en-105":3,"doc-seo-134793-105":59,"doc-detail-134793-en":123},{"code":4,"msg":5,"data":6},0,"success",[7,13,18,23,28,33,38,43,48,51,55],{"id":8,"doc_module":4,"doc_module_name":9,"category_name":10,"show_sort_weight":11,"slug":12},1,"Document","Story & Novel",90,"story-novel",{"id":14,"doc_module":4,"doc_module_name":9,"category_name":15,"show_sort_weight":16,"slug":17},2,"Literature",80,"literature",{"id":19,"doc_module":4,"doc_module_name":9,"category_name":20,"show_sort_weight":21,"slug":22},4,"Exam",70,"exam",{"id":24,"doc_module":4,"doc_module_name":9,"category_name":25,"show_sort_weight":26,"slug":27},5,"Comic",60,"comic",{"id":29,"doc_module":4,"doc_module_name":9,"category_name":30,"show_sort_weight":31,"slug":32},6,"Technology",50,"technology",{"id":34,"doc_module":4,"doc_module_name":9,"category_name":35,"show_sort_weight":36,"slug":37},7,"Healthcare",40,"healthcare",{"id":39,"doc_module":4,"doc_module_name":9,"category_name":40,"show_sort_weight":41,"slug":42},8,"Research & Report",30,"research-report",{"id":44,"doc_module":4,"doc_module_name":9,"category_name":45,"show_sort_weight":46,"slug":47},9,"Religion & Spirituality",20,"religion-spirituality",{"id":46,"doc_module":4,"doc_module_name":9,"category_name":49,"show_sort_weight":46,"slug":50},"World Cup","world-cup",{"id":52,"doc_module":4,"doc_module_name":9,"category_name":53,"show_sort_weight":52,"slug":54},10,"Lifestyle","lifestyle",{"id":56,"doc_module":4,"doc_module_name":9,"category_name":57,"show_sort_weight":24,"slug":58},19,"General","general",{"code":4,"msg":60,"data":61},"ok",{"site_id":62,"language":63,"slug":64,"title":65,"keywords":66,"description":67,"schema_data":68,"social_meta":116,"head_meta":118,"extra_data":120,"updated_unix":122},105,"en","viral-marketing-analysis-of-khong-guan-animation-advertising-version-a-sweet-memories","Viral Marketing Analysis of Khong Guan Animation Advertising Version a Sweet Memories","","The study analyzes Khong Guan’s viral marketing strategy through an anime-style animated advertisement titled “Sweet Memories.” Using a qualitative descriptive approach based on interviews and literature review, the research examines how animation packaging aligns with social media trends and attracts anime fans. Findings show that this strategy can broaden awareness among millennials and Generation Z, supported by the high number of anime viewers. The approach is also positioned as an adaptable alternative during the pandemic when filming real-life scenes is difficult.",{"@graph":69,"@context":115},[70,84,106],{"@type":71,"itemListElement":72},"BreadcrumbList",[73,77,79,82],{"item":74,"name":75,"@type":76,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":78,"name":9,"@type":76,"position":14},"https://docshare.wps.com/document/",{"item":80,"name":40,"@type":76,"position":81},"https://docshare.wps.com/document/research-report/",3,{"item":83,"name":65,"@type":76,"position":19},"https://docshare.wps.com/document/viral-marketing-analysis-of-khong-guan-animation-advertising-version-a-sweet-memories/134793/",{"url":83,"name":65,"@type":85,"image":86,"author":91,"headline":65,"publisher":94,"fileFormat":97,"inLanguage":63,"description":67,"dateModified":98,"datePublished":99,"encodingFormat":97,"isAccessibleForFree":100,"interactionStatistic":101},"DigitalDocument",{"url":87,"@type":88,"width":89,"height":90},"https://docshare.wps.com/thumbnails/viral-marketing-analysis-of-khong-guan-animation-advertising-version-a-sweet-memories/134793.png","ImageObject",300,407,{"name":92,"@type":93},"\tWilliam","Person",{"url":74,"name":95,"@type":96},"DocShare","Organization","application/pdf","2026-09-29","2026-08-21",true,{"@type":102,"interactionType":103,"userInteractionCount":105},"InteractionCounter",{"@type":104},"ViewAction",11,{"@type":107,"mainEntity":108},"FAQPage",[109],{"name":110,"@type":111,"acceptedAnswer":112},"Why does the animated format help Khong Guan attract young consumers?","Question",{"text":113,"@type":114},"The study explains that animation can attract attention more effectively due to the large community of anime fans and resonates with millennials and Generation Z, especially on social media.","Answer","https://schema.org",{"og:url":83,"og:type":117,"og:title":65,"og:site_name":95,"og:description":67},"article",{"robots":119,"canonical":83},"index,follow",{"doc_id":121,"site_id":62},134793,1787299611,{"code":4,"msg":5,"data":124},{"doc_id":121,"user_id":125,"nickname":92,"user_avatar":126,"doc_module":4,"category_id":39,"category_name":40,"doc_title":65,"doc_description":67,"doc_content":127,"file_id":128,"file_url":129,"file_type":130,"file_size":131,"view_count":105,"is_deleted":4,"is_public":8,"is_downloadable":8,"audit_status":8,"page_count":39,"language":132,"language_code":63,"site_id":62,"html_lang":63,"table_of_contents":133,"faqs":134,"seo_title":135,"seo_description":67,"update_tm":122,"read_time":46},5909887254083,"https://ap-avatar.wpscdn.com/davatar_276721f389ce27ea32af1340a28f341c","Viral Marketing Analysis of Khong Guan Animation Advertising Version a Sweet Memories  \nVelda Ardia(B) , Dinaira Khalisa, K. N. Jamiati, and Istisari Lageni  \nUniversitas Muhammadiyah Jakarta, Jakarta, Indonesia  \n[veldaardia@gmail.com](veldaardia@gmail.com)  \nAbstract. This ad is wrapped in a type of Japanese animation-based called anime that young people are currently loving. Lately, the number of anime fans has made this ad a trending topic on social media to become number three on Twitter’strending topic chart. It is infrequent forKhong Guan to explore this line. Moreover, knowing that Khong Guan is one of the legendary products that has been loyal to its concept since the beginning of the release makes Khong Guan considered outdated. With the release of this animation-based advertisement that has become viral among young people, it is regarded as a marketing strategy is chosen by Khong Guan to build an innovating on their promotions to enter the young people as the target market. This study uses a qualitative descriptive analysis method that uses data collection such as interviews and literature studies. Based on the research results, Khong Guan’s viral marketing strategy using animation can attract the target market of young people because of the high number of anime fans. This can also increase awareness in millennials and generation Z as people who are sensitive to technological developments. Although it’s not something new, the use of animation in general as an advertisement is an alternative step due to the pandemic, making it difficult to shoot in real life.  \nKeywords: ads · animation · viral marketing · Khong Guan  \n1 Introduction  \nAdvertising is one of the most popular types of marketing media. Advertising is considered relatively effective because it has audio visual elements. Advertising also aims to persuade the audience to buy the brand. In addition to persuading audiences, advertising messages serve as reminders of a product, goods or service, so that consumers always know the development of a particular product or brand. Advertisements are given an interesting touch which is expected to attract consumers’ attention so that consumers then have an interest in the product and create a preference for the brand. Lately there have been many advertisements that pour their visuals in animation with the aim of making the advertisements more attractive so that the audience who watches the advertisements will be easier to remember.  \n© The Author(s) 2023  \nO. Purnamasari et al. (Eds.): ICORCOM 2021, ASSEHR 729, pp. 192–199, 2023 .  \n[https://doi.org/10.2991/978-2-38476-016-9](https://doi.org/10.2991/978-2-38476-016-9_19)[_](https://doi.org/10.2991/978-2-38476-016-9_19)[19](https://doi.org/10.2991/978-2-38476-016-9_19)  \nViral Marketing Analysis of Khong Guan Animation 193  \nAnimated advertisements are believed to have the power to present messages in a unique graphic form that creates an out of the box sensation and is up to date given the huge market for animation lovers. Especially during this pandemic, most brands are marketing through digital advertising to attract the attention of customers who are active at home and online, animated ads are considered easier to attract consumers’ attention. YouTube online platform on May 19, 2020 with the title Memories Sweet in celebrating the celebration of Eid al-Fitr. According to Emil Darmono, Serena’s Marketing & Sales Director in an interview for an article on the online media portal [player Bisnis.com](player Bisnis.com)[ ](player Bisnis.com)(2019), he explained, due to the times, Khong Guan also began to circumvent the market by targeting the segmentation of young people or so-called millennials, after previously only focusing on families and targeting the lower middle market. It should be noted that there is a truth in Khong Guan’s choice to focus on building a product instead of focusing on building a brand.  \nEmil said that Khong Guan must be more diligent in improvi","cbCainruLTt8qvN5","https://ap.wps.com/l/cbCainruLTt8qvN5","pdf",370118,"English","# Introduction\n## Advertising as a persuasive media\n## Animation-based ads and social media impact\n# Research Objective\n## Animated advertisements","[{\"question\":\"Why does the animated format help Khong Guan attract young consumers?\",\"answer\":\"The study explains that animation can attract attention more effectively due to the large community of anime fans and resonates with millennials and Generation Z, especially on social media.\"}]","Viral Marketing Analysis of Khong Guan Animation Advertising Version a Sweet Memories | PDF"]