TikTok has approximately 78.7 million users in Italy. With this figure expected to rise by 8% per year, it's clear that having a presence on TikTok provides a chance for brand identity growth as well as the ability to communicate with their audience. TikTok is distinguished by its playful, "casual," and intimate style of content sharing.  The purpose of IGLM was to improve its brand identity and give the brand a face. They were particularly interested in highlighting the personnel and the behind-the-scenes activities. TikTok aided in increasing engagement on other social networks though multichannel marketing  and we actually began receiving more sales via direct message!!!!