To expand its reach, DejavuCoffee partnered with influencers who shared the brand’s values and had a genuine connection with their followers. This strategy involved careful selection of influencers who could authentically represent the brand, as well as creating collaborative content that resonated with their audience. The challenge was to ensure that these partnerships felt organic and contributed to long-term brand loyalty. The MTA provided access to a network of influencers, while Grant’s mentorship helped in negotiating and managing these partnerships to maximize their impact.