Groovy should partner with the student athlete community and fitness clubs on campus, since they already influence routines around energy, performance, and consistency. Activating the partnership could look like providing Groovy for team lifts, morning practices, or wellness events, then having athletes and club leaders share organic TikToks and Stories showing how Groovy fits into their daily grind. Pairing this with a campus challenge or group giveaway like “Groovy before the grind” would drive visibility, peer to peer trust, and excitement without feeling overly promotional.

If I were running Groovy Coffee’s TikTok for one week, I’d focus on content that feels fun, routine based, and highly relatable to college students. I’d post a mix of day in the life and POV videos showing Groovy Coffee as part of real moments early classes, gym sessions, and late night study grinds so it feels like a daily essential, not a promo. I’d also hop on one trending sound with a humorous hook (like “when the coffee actually hits”) to boost discoverability, and end the week with a community style video featuring friends trying Groovy and reacting. This mix builds familiarity, entertainment, and trust while encouraging shares and saves.

I’d get students excited about Groovy by weaving it into everyday campus life and student routines bringing it to the gym, study sessions, and social hangouts and sharing those moments organically on social media. I’d also lean into word of mouth by hosting small pop ups or sampling moments and encouraging friends and student groups to try it together. When Groovy is seen as something students already use and love, it spreads naturally without feeling like an ad.