I would deliver mailers first to high-density student housing where engagement and visibility are naturally higher. On campus, this would include large residence halls with mostly first- and second-year students, since they are more likely to explore new brands and share discoveries with friends. Off campus, I’d prioritize apartment complexes closest to campus that house large groups of students, especially those known for social activity and shared spaces. Targeting these locations first ensures the mailers reach students who are highly social, frequently interact with others, and can quickly spread awareness through word of mouth, maximizing early recognition and impact.

I would create content that reflects MUJI’s brand style by keeping everything clean, intentional, and understated. Visually, I’d use neutral tones, natural lighting, and simple compositions that let the product speak for itself without heavy filters or clutter. The content would focus on everyday moments—studying, organizing my space, or daily routines—showing how MUJI fits seamlessly into student life. I’d keep captions minimal and thoughtful, emphasizing functionality, quality, and simplicity rather than hype. By staying consistent in both aesthetic and messaging, the content would feel calm, purposeful, and aligned with MUJI’s philosophy of thoughtful, well-designed essentials.

Off Campus