Perancangan Strategi Konten Instagram Reels Series dalam Membangun Brand Identity Digital Tenchi Tirtayasa

Abstract

MOZA SALSABILLA. Perancangan Strategi Konten Instagram Reels Series dalam Membangun Brand Identity Digital Tenchi Tirtayasa. Dibimbing oleh ABUNG SUPAMA WIJAYA.

Proyek ini merancang strategi konten Instagram Reels Series berbasis prinsip 5C sinematografi (Composition, Camera Angles, Close-Up, Continuity, dan Cutting) oleh Joseph V. Mascelli untuk memperkuat brand identity digital Tenchi Tirtayasa sebagai brand kuliner Japanese-Indonesian premium, serta memproduksi dan mengevaluasi karya Reels berstandar profesional berpotensi hak cipta. Proyek dilaksanakan di Jl. Tirtayasa No. 53, Melawai, Jakarta Selatan, Februari–April 2026. Lima episode Reels Series bertema romansa anak muda dipublikasikan melalui @tirtayasalimatiga. Evaluasi Reels Insights dan survei 42 responden Generasi Z menunjukkan Episode 2 meraih engagement rate tertinggi 3,39% (12.934 penayangan), rata-rata skor survei 5,05–5,29 dari skala 6, dan 92,7% responden tertarik berkunjung. Pendekatan soft-selling storytelling terbukti efektif membangun kedekatan emosional Generasi Z tanpa mengorbankan positioning premium brand, serta berpotensi didaftarkan sebagai HKI.

Kata kunci: brand identity, Instagram Reels, konten berseri, prinsip 5C, soft selling, visual storytelling

MOZA SALSABILLA. Designing an Instagram Reels Series Content Strategy to Build the Digital Brand Identity of Tenchi Tirtayasa. Supervised by ABUNG SUPAMA WIJAYA.

This project designs an Instagram Reels Series content strategy based on Joseph V. Mascelli's 5C cinematography principles (Composition, Camera Angles, Close-Up, Continuity, and Cutting) to strengthen the digital brand identity of Tenchi Tirtayasa as a premium Japanese-Indonesian culinary brand, and to produce and evaluate Reels content with professional directing standards and novelty elements as a potentially copyrightable work. The project was conducted at Jl. Tirtayasa No. 53, Melawai, South Jakarta, February–April 2026. Five Reels Series episodes with a youth romance theme were published via @tirtayasalimatiga. Evaluation through Instagram Insights and a survey of 42 Generation Z respondents showed Episode 2 achieved the highest engagement rate of 3.39% (12,934 views), average survey scores of 5.05–5.29 out of 6, and 92.7% of respondents expressing interest in visiting. The soft-selling storytelling approach effectively built emotional closeness with Generation Z without compromising the brand's premium positioning, and holds potential for Intellectual Property (IP) registration.

Keywords: brand identity, content series, Instagram Reels, 5C principles, soft selling, visual storytelling