The Gojek Way: An Instrumental Branded Content Analysis of #PastiAdaJalan Campaign

Atthahirah, Amienah
Maulana , Gerry
Jamin , M Irsyad
Ismail, Rexy Fajrin
Resky , Sekar Anugrah
Putri , Wiyanie

Jobmark: Journal of Branding and Marketing Communication
Vol. 6 No. 2 (2026): JOBMARK Vol 6 No 2 (January-June 2026)

This article analyses the communication strategy of the Gojek brand, an online transportation service, through its campaign entitled #PastiAdaJalan. Using the instrumental Branded Content Analysis (BCA) method, this study finds various ways Gojek communicates its brand value as a solution for urban communities in meeting their urban needs and problems, such as anti-congestion transportation, online food ordering, online payments, and many more, yet another online service that accompanies consumer mobility. The slogan and hashtag #PastiAdaJalan is a crucial message that conveys Gojek's promise as a brand that provides integrated, practical and efficient technological service solutions. This study provides important insights for brands in communicating their brand simply, focused, and consistently through creative and meaningful content.