LLumar, a subsidiary of Eastman Chemical Company, is dipping its toes into TikTok content. Like any good content strategy, it has involved planning, workshopping, and ultimately executing.

I have collaborated with my direct supervisor and the larger team to answer a few questions for LLumar’s leadership. First and foremost, what is TikTok, and why is it beneficial? From there, we have delved into creating a TikTok editorial calendar, producing content, and ultimately launching this new social channel to represent the brand.

We soft launched in Oct. 2022 and quickly reached 2,000+ followers before ending our partnership in Feb. 2023.