Walk me through how you would plan a content calendar and campaign rollout for a client launching a new product on TikTok, a platform they've never used before.

Situation

In my last role, a retail client wanted to launch a new line of eco-friendly bags and decided to debut on TikTok to reach a younger audience, even though they had never been on the platform before.

Task

I was responsible for creating a month-long content calendar that built anticipation, educated about the product, and drove pre-orders, while establishing their brand presence on TikTok.

Action

I researched top-performing eco-friendly and fashion brands on TikTok, noted trends like 'GRWM' and unboxing videos, and developed a phased content plan: week one, teaser videos using popular sounds; week two, influencer collab with quick product demos; week three, behind-the-scenes at production; week four, launch day countdown and live selling event. I also set up a content approval pipeline with the client and scheduled posts to max engagement times.

Result

The launch day video garnered 50,000 views in 24 hours, and the brand gained 2,000 followers within the first month, with a 30% click-through rate to the product page.