<![CDATA[This study aims to analyze the social media content creation strategy implemented by a third party, Massa Agency, in managing the social media account of Pesso Coffee. Pesso Coffee faces a unique managerial challenge as it operates with four highly contrasting branch concepts (tropical, garden, urban industrial, and casual) under a single master brand umbrella. Using a descriptive qualitative approach, data collection was conducted through in-depth interviews, participatory observation, and digital analytics documentation. Data were analyzed using the Miles and Huberman model and Gioia Theory, assisted by NVivo 14 software. The results indicate that Massa Agency successfully mitigated the risk of brand confusion through the application of "Brand Plasticity". This strategy was executed through strict content pillar formulation, the use of moodboards, visual color grading differentiation (such as sunset tones for the beach concept and monochrome for the urban concept), and tone of voice segmentation in copywriting tactics (Call to Action). The selection of short video formats (Reels) proved effective in stimulating the cognitive, emotional, and behavioral dimensions of the audience. Despite engagement fluctuations and technical constraints in the field, this structured content creation strategy significantly converted virtual audience engagement (especially saves and shares metrics) into a real increase in physical customer visits (foot traffic) to Pesso Coffee outlets]]>
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