Nutpods x Home From College: Brewing Awareness with Gen Z Creators & Campus Coffee Culture

In Fall 2024, Nutpods launched a nationwide campaign to reach a key Gen Z audience through TikTok creator marketing and on-campus product sampling. Partnering with Home From College, Nutpods set out to drive brand awareness through content rooted in everyday routines and college lifestyle.

The campaign leveraged a network of 30 student creators across 17 U.S. states, generating social-first content optimized for both organic performance and paid amplification.

📌 Campaign Goals

Build awareness of Nutpods’ newest product innovation within Gen Z audiences
Generate organic and paid content to fuel Nutpods’ content portfolio
Drive consideration through relatable student-led storytelling

📦 The Strategy: Content Creation Meets Campus Culture

H\FC recruited and managed 30 diverse creators with an average following of 81K. Each creator delivered 2 pieces of TikTok or Instagram content — showcasing how Nutpods fit into everyday moments like morning routines, dorm coffee setups, and “day in the life” vlogs.

💡 Key Tactics

60 total unique assets optimized for paid and owned use
30 additional UGC-style assets generated organically
Targeted creator selection near Kroger and banner store locations
Content integrated naturally into wellness, lifestyle, and beauty creator routines

🎯 Campaign Results

✅ 30 Gen Z creators across 17 states

✅ 81K avg. creator following

✅ 97.1K total content views

✅ 4K total likes + 241 comments

🥄 Why It Worked: Aligning With Gen Z Routines

☕ Creators who genuinely love coffee brought real enthusiasm to the brand

🧠 Content styles aligned with top-performing formats: “day in the life,” GRWMs, and trend-led videos

🌎 Diverse voices (from freshmen to med school students) made the campaign inclusive and far-reaching

📱 The mix of paid-ready assets and UGC gave Nutpods a wide range of usable media

💬 Final Takeaway

Nutpods x H\FC showed that college students don’t just drink coffee — they share it. By putting the brand in the hands of trusted student creators and coffee enthusiasts, Nutpods earned authentic advocacy, social buzz, and thousands of impressions with content built to scale.

☕ Want to bring your brand to the heart of Gen Z routines? Let’s talk.

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