01
TikTok built from zero
Channel created and managed from scratch. Content strategy, filming approach, hooks, captions and posting rhythm all built and run end-to-end.
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Case study · AI Platform
LuminNote
From zero TikTok presence to nearly a million views in two months, with content built around real student pain points and a coordinated email playbook.
819K
Views in 60 days
Almost a million people discovered LuminNote on TikTok in two months. All organic, no paid promotion.
+1,067%
Month-on-month growth
Likes jumped from 5,707 in month one to 66,593 in month two as the formula clicked into place.
72.3K
Total likes
Across the first 60 days. Comments asked "what's this app called?" on repeat.
Where they started
LuminNote is an AI platform built for students. When we picked up the TikTok and email channels, there was no short-form video presence at all and no system in place to turn social attention into product sign-ups. TikTok and email became the only two growth channels — and the audience had to be built from a standing start.
How we worked together
02
Student-first content strategy
Every video leads with a relatable student pain point or academic struggle, then positions LuminNote as the solution in the first few seconds. Comments asking "what's the app called?" became the consistent signal that the format was working.
03
Data-led monthly iteration
Month one set the baseline. Month two refined the formula based on what actually performed, and the best-performing formats were scaled up. That's how the channel went from 5,707 likes to 66,593 in 30 days.
04
Coordinated email campaigns
Emails sent in sync with the videos that were performing — feature explainers and offers timed to the moments when audience attention was peaking on TikTok.
The result
TikTok went from quiet to almost a million views
Across 60 days, the LuminNote TikTok pulled in over 800,000 views and 72,000+ likes. From a standing start. The audience grew at the same time, from zero to 334 followers, all of them students who were genuinely interested.
819K
Total views
60 days, organic only
72.3K
Total likes
Month 1: 5,707 → Month 2: 66,593
334
New followers
From zero in 60 days
Month two is where the algorithm clicked
The first month was the foundation. By month two, the highest-performing formats had been identified and the formula clicked. Likes grew more than eleven-fold in 30 days, and the top videos started hitting five-figure engagement on their own.
+1,067%
Month-on-month growth
In likes alone
14,600
Top video likes
Best-performing video
5
Videos above 4K likes
Not a one-off spike
What this all means
TikTok isn't only an awareness channel for the right product. With content built around real student pain points and a coordinated email layer underneath, short-form video moves people from "scroll" to "what's this app called?" in seconds. The first month is the foundation. The second month is where compounding starts to do the heavy lifting.
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