Blue Tokai has always held the flag of authenticity, so the typical glossy brand photoshoots felt out of place. Their identity is rooted in honesty and realness, making influencer collaborations seem misaligned with the brand’s messaging. What was needed was content that felt personal, like a recommendation from a friend, rather than a polished campaign. Their Instagram strategy called for more candid, scroll-stopping moments that mirrored the experience of actually being in one of their cafes.