I would prioritize high-traffic on-campus housing first, especially freshman and sophomore residence halls, because they offer the highest density of students and guaranteed daily foot traffic. These residents are still forming brand habits, are more likely to engage with new products, and tend to be more responsive to physical touchpoints like mailers since they check campus mail frequently. Next, I would target popular off-campus apartment communities close to campus that house large groups of upperclassmen. These locations often have centralized mail areas and a strong sense of community, making mailers more likely to be noticed and shared among roommates. By starting with the most concentrated and engaged student populations, the mailers would achieve maximum visibility and word-of-mouth impact early on.

To create content that reflects MUJI’s brand style, I would focus on simplicity, functionality, and authenticity. MUJI’s identity is rooted in minimalism and intentional living, so my content would use clean visuals, neutral tones, and natural lighting, avoiding anything overly styled or cluttered. I’d emphasize everyday moments—studying, organizing, journaling, or relaxing—that naturally incorporate MUJI products as tools that enhance daily life rather than the focal point. I would also align captions and messaging with MUJI’s quiet, thoughtful tone by keeping copy concise, informative, and purposeful. Instead of heavy promotion, I’d highlight the product’s design philosophy, sustainability, and practicality, showing how it seamlessly fits into a mindful lifestyle. Overall, my goal would be to create calm, relatable content that feels intentional and timeless, staying true to MUJI’s understated and functional aesthetic.

On campus address