To amplify its reach, DejavuCoffee invested in paid social media campaigns that were targeted at specific demographics. This required a deep understanding of the platform’s advertising tools and the ability to analyze performance data to optimize campaigns. The challenge was to achieve a balance between organic growth and paid promotions, ensuring that the brand’s authenticity was not compromised. The MTA provided guidance on campaign management and analytics, while Grant’s mentorship focused on maximizing ROI through strategic targeting and continuous optimization.