Social-first GTM Strategy
Led TikTok and Instagram strategy for a seasonal product launch, driving 2.4M impressions across 3 weeks. Lumien's spring collection needed a social-first launch that could drive awareness and direct sales without traditional ad spend. I developed a 3-week content calendar across TikTok and Instagram built around trend-led formats, behind-the-scenes product content, and community engagement to build momentum before and after launch day.
I scripted and directed all short-form video content, managed the posting schedule, handled comments and DMs during the launch window, and worked with the paid team to identify which organic posts to boost.
The campaign drove 2.4M impressions and a 340% increase in profile visits. One hero TikTok reached 890K views organically, and the launch month saw a 28% lift in online sales.