Social media has become an important medium for people in everyday communication activities. Social media use is not only limited for individuals, but also organization such as the government and corporation to convey and collect informations. One of the most popular social media is Instagram. As one of the most used social media, both individuals and firms use Instagram as a medium to build their image. As a founder and CEO of Bukalapak, Achmad Zaky uses Instagram to show the image he wants to build and perceived by the audience. This research attempt to see the identity built by Zaky through his Instagram account @achmadzaky using the theory of brand personality. As a CEO, the image of Achmad Zaky could affect the image of the firm that he is in charge with. This assumption is supported by the phenomenon of the hashtag #UninstallBukalapak in various social media platforms after Zaky threw a statement that many considered political in his social media account in February 14th 2019. Quantitative approached is used in this research with content analysis method. 58 Instagram post in @achmadzaky account are taken as sample during the period from December 7th 2018 to May 5th 2019. To illustrate the comparation in the brand personality Zaky tried to convey, the author divide the data sample into two data set marked by the phenomenon of #UninstallBukalapak. The purpose of this research is to find Achmad Zaky’s brand personality through contents in his Instagram account before and after #UninstallBukalapak. This research uses Aaker’s brand personality dimension as the main analytical tool which consist of sincerity, excitement, competence, sophistication, and ruggedness dimensions. The result in two data sets shows that the most often appear dimensions are sincerity with 68,3% and 76,5%, excitement 75,6% and 52,9%, and competence 82,9% and 76,5%, while the number of contents after #UninstallBukalapak phenomenon decreases significantly.