South LA Cafe (SLAC) partnered with Trojan Marketing Group in order to build on its pillars of Coffee, Community, and Connection – asking TMG to raise awareness for the cafe’s presence in South LA and its support of the surrounding community.

TMG found that the older Gen-Z and Millenial customers South LA Cafe should be targeting aren’t just coffee drinkers. Instead, they are communaholic, unconditional advocates: people willing to go the extra mile to support something bigger than themselves, bringing activism and community into every part of their life.

Our goal was to make South LA Cafe the home base for these advocates, offering them the chance to grow roots and connect.

THE CAMPAIGN - Signed, South LA

The Signed, South LA campaign created that home base through a brand video, a series of question & collectible cards to be given out with orders, and an interactive Instagram face filter. 

Impact
Released on the @southlacafe Instagram page in 2021, our video campaign was well received, viewed organically by 3.6K users and gaining support from new and old supporters of the South LA community. South LA Cafe continues to use the collaboration as a brand video, showcasing the very best of what the cafe has to offer.

CREDITS

Special thanks to South LA Cafe.
Created by Trojan Marketing Group

Kindyl Henley - Account Manager

Brennen Lopez - Account Manager

Madison O’Brien - Project Manager

Liz Moerman - Creative Strategist

Efrain Laguna - Creative Strategist 

Kelly Peterson - Creative Strategist

Camryn Robinson - Digital Strategist 

Jonathan Trieu - Digital Strategist

Sofia Yahya - Designer

Emma Pulaski - Designer

Drew Rodack - Tech

Ruhi Mansey - Producer

Joseph Masters - Cinematographer

Timothy Bruer - Director

Maya Grinstein - Production Assistant

Angelica Camille Basilio - Production Assistant 

Sophia Williams - Vice President

Rebecca Chen - President