This study investigates the impact of creative strategies on brand perception within the context of social media, focusing on three key dimensions: brand authenticity, brand leadership, and brand image. Grounded in a positivist research philosophy and supported by a conceptual framework, six research questions guided the analysis. Data were collected via an online questionnaire from 231 valid participants, exposed to real branded content representing six distinct creative strategies based on the model of the Six-Segment Message Strategy Wheel of Ronald Taylor. Using the Wilcoxon Signed-Rank Test, results revealed that all strategies positively influenced brand authenticity and leadership, with the Sensory strategy showed the strongest effect on leadership but the weakest on brand image. Correlation analyses uncovered a moderate positive relationship between authenticity and leadership variations, and negative correlations between authenticity and image variations, as well as between leadership and image variations. These findings challenge traditional branding assumptions and highlight the nuanced interplay between contents, creative strategies and consumer perception. The study offers theoretical contributions to branding literature and practical insights for marketers aiming to optimize content strategy in digital environments.