A great campus partner for Groovy Coffee at UIUC would be BrewLab, the student-run specialty coffee club and roastery. BrewLab already has a strong community of coffee-loving students and a culture centered around tastings, education, and coffee appreciation, which aligns naturally with Groovy’s brand. I would activate this partnership through a co-branded tasting or pop-up event where students can sample Groovy brews, learn about coffee in a fun, approachable way, and create shareable content. Pairing the activation with TikTok and Instagram collaborations from BrewLab members would help Groovy gain authentic campus visibility while tapping into an audience that already loves and celebrates coffee culture.

Day 1: “POV: your morning feels groovy now ☕✨” Content: A fast, aesthetic morning routine (alarm → outfit → coffee pour → campus walk) using a trending sound. Why: Morning routine content consistently performs well and immediately positions Groovy as part of a daily ritual, not just a product. Day 2: “College coffee personalities” Content: Quick cuts of different student archetypes (the all-nighter, the 8am class girl, the iced coffee year-round person) all choosing Groovy. Why: Relatable, shareable humor increases saves and comments, helping the video travel organically across student feeds. Day 3: “Study break check ☑️” Content: Cozy study aesthetic—library, laptop, notes, Groovy cup—paired with calming or trending lo-fi audio. Why: Study content is evergreen on TikTok, especially during the semester, and reinforces Groovy as a go-to study companion. Day 4: “Rate my coffee order” Content: Asking students on campus to share their coffee orders and reacting to them with Groovy blends. Why: Interactive content humanizes the brand and encourages engagement through comments and duets. Day 5: “Day in the life with Groovy” Content: A creator-style vlog showing classes, meetings, social time, and coffee moments throughout the day. Why: DITL content feels authentic and aspirational while subtly integrating the product multiple times without feeling forced. Day 6: “Groovy Coffee but make it aesthetic” Content: Close-up shots of pours, packaging, colors, and textures synced to a trending sound. Why: Visually pleasing content builds brand recognition and performs well with repeat views. Day 7: “Coffee that matches your vibe” Content: Match Groovy flavors to moods or personalities (productive, cozy, chaotic, calm). Why: Personalization encourages comments and makes the brand feel fun, expressive, and Gen Z-friendly.

I would focus on making Groovy feel like a lifestyle students naturally want to be part of, rather than something being marketed to them. On campus, I’d start by integrating Groovy into moments students already associate with coffee—study sessions, early classes, late nights at the library, and social gatherings. Hosting pop-up coffee moments, sampling at student organization meetings, or collaborating with Greek life and campus events would create organic exposure and word-of-mouth buzz. Digitally, I’d lean heavily into short-form content that feels fun, relatable, and trend-driven. This could include TikToks and Reels centered around “day in the life” routines, study aesthetics, campus culture, and morning rituals featuring Groovy in a natural way. I’d prioritize content that highlights the vibe of the brand—colorful, upbeat, and feel-good—rather than traditional product promotion. I’d also work with micro-creators and student leaders on campus to casually incorporate Groovy into their content and daily routines. When students see peers they already follow enjoying the product, excitement builds organically. By combining in-person experiences, authentic content, and peer-to-peer sharing, Groovy would become a familiar and exciting part of campus life without relying on paid ads.