A strong partnership opportunity for Groovy would be with the School of Media Arts and Design on campus. Students in this program are highly creative and constantly producing content across design, video, photography, and advertising, making them a natural fit for the brand. To activate the partnership, Groovy could sponsor a “creative lab” or studio day where students are provided Groovy Coffee while working on projects, critiques, or production shoots. Groovy could also host a branded creative challenge where students design short-form videos, posters, or social content inspired by the brand, with selected work featured on Groovy’s social platforms. This partnership would organically integrate Groovy into the creative workflow of students while generating authentic, high-quality content and positioning the brand as a supporter of campus creativity.

If I were running Groovy Coffee’s TikTok for a week, I’d focus on fun, trend-driven content that feels native to college TikTok while highlighting the brand’s personality. I’d start with short “day in the life” style videos showing Groovy naturally fitting into a student routine, like early classes, study sessions, and late-night hangs, to make the brand feel relatable. I’d post a mix of trending sounds and quick edits, such as POVs, campus humor, and aesthetic coffee shots, to tap into what’s already performing well. I’d also include interactive content like polls, comment prompts, or “this or that” coffee choices to boost engagement. To round out the week, I’d highlight user-generated content or reactions from students trying Groovy for the first time, since peer reactions feel authentic and build trust. This approach keeps the content entertaining, relatable, and shareable while organically building brand awareness.

I would focus on creating buzz through authentic, student-led experiences rather than traditional promotion. I’d start by integrating Groovy into existing campus culture by bringing it to high-traffic social moments like club meetings, campus events, tailgates, or study breaks so students can experience it naturally. I’d encourage word-of-mouth by sharing Groovy through personal social media in a casual, creative way, such as day-in-the-life content or campus moments where it fits seamlessly. Collaborating with student organizations, influencers, and creative communities on campus would help Groovy feel discovered rather than advertised. By making Groovy part of real campus experiences and conversations, excitement would grow organically through peer-to-peer connection and genuine enthusiasm.