Our target market is university students and Gen Z consumers. To attract this group, we use Gen Z–style marketing such as short TikTok trend videos, casual language, humour, and interactive caption instead of only static product photos. Our strategy combines online promotion with face-to-face interaction during expo days, where team members explain prices, product concepts, and encourage the on the post purchase. This approach helps increase engagement while keeping marketing costs low. 

We apply a 1+3 strategy, where a minimum of three promotional posts are produced each week. Each main post is shared across at least three different platforms (Instagram, TikTok and WhatsApp), and each platform post is counted as a separate promotion. Posting times are usually during evenings and weekends, which are peak hours for students. This strategy allows us to maximise reach and visibility without high advertising costs.