Creative Content Design as a Brand Communication Strategy for Representing Gen Z’s Character
Keywords:
Creative Content, Brand Communication Strategy, Representation, Generation Z, Brand AmbassadorAbstract
Abstract. Generation Z now dominates Indonesia's digital landscape, with TikTok and Instagram serving as the primary platforms through which they both consume and produce content. This condition requires brands to design communication strategies that do more than merely target Gen Z as a market segment, but genuinely represent this generation's authentic character. However, many brand communication strategies—including conventional brand ambassador approaches—still fail to achieve relevant representation due to monotonous and impersonal content. This study aims to analyze how Pinkbassador, Pinkflash's brand ambassador community, designs and produces creative content as a communication strategy that represents Gen Z's character. The research employs a qualitative approach grounded in the constructivist paradigm, using an exploratory case study method through in-depth interviews with four Pinkbassador informants and participant observation on social media. The findings reveal four interrelated working patterns: adaptive idea-seeking from multiple sources, selective filtering of digital trends, hook design to capture audience attention, and negotiation of brand briefs with the creator's personal style. These four patterns demonstrate that the representation of Gen Z's character emerges through a process of building the creator's personal identity, which subsequently develops into parasocial closeness with the audience. This study contributes theoretically to the study of generational representation in digital marketing communication, and practically by offering recommendations for brand communication practitioners in designing community-based creative content that is more authentic and relevant to Generation Z.
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