From TikTok to MicroFluent: How Vero is rethinking Independence Day for Gen Z

As Indonesia prepares for its 80th Independence Day, Vero Indonesia is steering the conversation away from patriotic slogans and towards a more pressing question for marketers: how do you earn Gen Z’s trust - and attention - during national moments that have long been dominated by commercial noise?

In a workshop held in Jakarta, Vero gathered a roster of marketing and communication leaders from TikTok, GoPay, and creator agency Mantappu Corp, pushing brands to go beyond promotional playbooks and embrace authenticity, value alignment, and cultural nuance.

“The key is raw authenticity,” said Chatrine Siswoyo (pictured, far left), senior advisor ASEAN at Vero. “Gen Z wants brands that feel human. They connect with purpose - not perfect packaging. Independence Day is the right moment for brands to show something beyond nationalism - real stories, shared values, and proximity to community.”

Don't miss: Vero Indonesia deepens creative and strategic capabilities with trio of senior hires

It’s a timely push, especially as Gen Z now represents over 27% of Indonesia’s population. According to the 2025 IDN Indonesia Millennial and Gen Z Report, 70% of Indonesian Gen Zs favour content that is informative and deep, while 68% use TikTok Live for real-time interaction. User-generated content plays an outsized role: it’s how they express identity, connect, and build trust.

Meanwhile, a Market.us 2025 study shows that 61% of global Gen Zs support brands aligned with their personal values, and 60% are more likely to buy from brands that champion causes they care about. Across Southeast Asia, over 70% of Gen Zs in Indonesia and the Philippines expect brands to take a stand on social issues.

Jehian Panangian Sijabat (pictured, second from left), CEO of Mantappu Corp, argued that relevance lies in specificity. “Serving a niche is not enough. Brands need to serve hyper-niches - whether that’s Gen Z gamers, environmentalists, or kids who speak in local slang. That’s where loyalty is built.”

It’s a sentiment echoed by Sasha Sunu (pictured, second from right), head of brand marketing at GoPay: “Ask yourself: is your campaign conversation-worthy? Creativity that feels close and relevant is what makes people want to talk. And conversation is the new currency.”

The session also included group discussions where participants ideated campaigns and explored ways to create deeper engagement. Siswoyo added that it’s no longer enough to share stats: “We need to start communicating through snackable, relatable content that helps Gen Z understand the impact on themselves.”

At the centre of Vero’s strategy is MicroFluent, a new platform designed to harness community energy. Unlike traditional influencer playbooks, MicroFluent integrates cultural intelligence, local fluency, and micro-community engagement to move past vanity metrics and foster trust-building conversations at scale.

Launched in June, MicroFluent is a regional influencer recruitment platform designed to connect emerging creators in Southeast Asia with brand campaigns that match their values and audience. Available in six countries, the platform offers curated brand collaborations, direct campaign opportunities, and community-building events, all managed by Vero’s in-house influencer teams.

Backed by Vero’s proprietary TrueVibe tool, MicroFluent aims to streamline influencer-brand matching and raise the standard of authentic, value-driven partnerships.

Digital Marketing Asia returns to Jakarta on 15 October, bringing the hottest trends, tech, and insights to future-proof your strategies. Network with 150+ industry leaders, discover cutting-edge tools, and learn from real-world case studies – all designed to propel your brand growth. Don't miss this chance to stay ahead of the curve!

Related articles:
Study: Nearly 80% of Indonesian journalists support ethical brand involvement
Content creators, agencies launch regional alliance to boost creative industry
PR and digital agency Vero expands into Indonesia