Semarang, 17 May 2025 – Behind the clear glass of the aquarium and the neatly arranged artificial plants, there is a long story from the creative hands in Branjang Village, West Ungaran District. Anto Aquarium & Art, an MSME established in 1980, now appears fresher and more competitive due to a communication strategy that is trending today: storytelling marketing.

Instead of simply selling aquascape products such as bonsai ornaments, bridges, or mini stone barrels, this MSME frames each artwork with a story. The story of how the product is made, what the value behind the design is, and who the creative figure behind it is becomes a new way of addressing the digital market.

From Home to Screen, From Product to Story

Anto Aquarium & Art is known as a pioneer of handmade aquascape crafts that are environmentally friendly. In the past, its sales were limited to exhibitions and offline orders. But now, the Instagram account @anto.aquarium_ and TikTok anto.aquarium have become the main stage to showcase more than just product images.

In their digital content, they show the process of making aquarium decorations from start to finish, and explain the reasons for choosing eco-friendly materials. It’s all delivered with a personalised approach and strong visuals, a narrative package that brings the brand closer to consumers’ hearts.

“Each product has its own story. For example, the SpongeBob house that we made is not just for fun, but also a form of adaptation to the tastes of the youth market who are familiar with pop culture characters,” said Mas Bagas as the owner of Anto Aquarium & Art, when interviewed (17/05).

Student Collaboration and Relevant Communication Strategies

The digital transformation experienced by Anto Aquarium & Art cannot be separated from the active collaboration of interdisciplinary students who are members of the Thematic Real Work Lecture (KKNT) Team 107 programme in Branjang Village. Through direct observation and dialogue with MSME entrepreneurs, these students found that Anto Aquarium & Art products have strong aesthetic and environmental values, but have not been fully communicated digitally.

This is where the idea of storytelling marketing was introduced and applied. Rather than simply devising a marketing strategy, the students also designed visual and verbal narratives that conveyed the brand message in a more emotional and personalised way. Products are not just presented as inanimate objects, but as artworks that have journeys and meanings.

The students across majors contributed their respective roles-from content management, writing product descriptions, visual packaging, to compiling digital catalogues. Everything is done with a participatory approach that emphasises the power of communication and technology in empowering MSMEs.

Communication that makes an impact

The impact is slowly being recognised. Interactions on social media increased, orders came in from out of town, and the name Anto Aquarium & Art began to be recognised as a local brand with a story. In an increasingly competitive marketing world, the ability to deliver messages emotionally and authentically is key.

This storytelling strategy is also in line with modern digital communication trends that are more humanistic. No longer selling technical excellence alone, but building an experience that resonates. This is the real application of communication science in the realm of local economic empowerment.

Stories that Keep Growing

Anto Aquarium & Art proves that big changes can start from a simple step: telling stories. From a small tourist village in West Ungaran, they planted the seeds of narrative in each of their products and garnered attention from a wider market.

Storytelling is not just a marketing strategy. It is a bridge between local values and digital audiences. When communication works not just as a tool, but as an empathic and creative process, MSMEs like Anto Aquarium & Art will continue to grow. Not just as decoration manufacturers, but as storytellers from the village.***