TikTok Branded Mission Impressions
14.2M
vs. 10.0M–10.4M estimated
Integrated Media CampaignCase Study 01
Localizing a Beauty Brand’s Advocacy Through Participatory Media
RoleClient & Integrated Media Strategy Lead
Channels & PlatformsMeta, TikTok, YouTube
Led the integrated media strategy for the Philippine localization of an established beauty brand’s self-worth advocacy for women. Working from the client brief and in close partnership with the strategy, affiliate, and KOL marketing teams, I connected local cultural insight with audience planning, premium media placements, creator participation, and sustained video delivery to build large-scale awareness and active audience involvement.
This case study shows how cultural insight, high-impact media, and participatory formats transformed an established advocacy into a locally relevant brand conversation.
01
Key Outcomes
Hashtag Video Creations
474
vs. 450–500 estimated
Top Feed CTR Benchmark
3×
0.33% CTR vs. 0.11% benchmark
Top Feed View-Through Rate
8.59%
vs. 6.46% benchmark
02
Context & Challenge
An established beauty brand wanted to strengthen its longstanding self-worth advocacy by making it more relevant to modern Filipinas.
Local research revealed that women are often told “sayang ka”* when their personal choices do not align with traditional expectations around relationships, family, careers, identity, or femininity. The campaign sought to reclaim that cultural tension and reinforce that women’s worth is not determined by society’s expectations.
*“Sayang ka” roughly translates to “what a waste” or “such a shame” and is often directed at women whose choices do not align with traditional expectations.
The media challenge was to create sufficient scale and cultural visibility while giving women a credible way to participate in the conversation. With limited resources, the team also needed to prioritize the executions most capable of delivering high-impact awareness and audience involvement within a four-month campaign period.
Campaign Objective
Turn cultural tension into an empowering brand conversation.
Priority Audience
Affluent, digitally engaged Filipinas ages 25–40 with strong interests in beauty, culture, travel, wellness, and social causes.
03
Strategic Approach
04
What the Results Showed
01
Premium Media Created Immediate Attention
TikTok Top Feed and YouTube Masthead gave the advocacy the visibility needed to launch with scale and impact. Top Feed delivered a 0.33% CTR and an 8.59% view-through rate, outperforming both reference benchmarks.
02
Participation Extended the Brand Message
TikTok Branded Mission moved women from passive exposure to active contribution, generating 14.2M impressions and 474 hashtag video creations within the participation range estimated by the platform.
03
A Focused Plan Made Investment Work Harder
Prioritizing premium visibility, scalable video, and participatory storytelling allowed limited resources to work harder. Sustaining activity across Meta, TikTok, and YouTube also exceeded planned delivery across key video campaigns.
The established advocacy provided the foundation, while localized cultural insight, creator selection, platform roles, and media formats gave it local relevance and momentum.
05
What I Bring
This work demonstrates my ability to translate a high-level brand goal and advocacy into a locally relevant media strategy designed to build both scale and participation. It also reflects how I lead client conversations, collaborate across strategy, affiliate, and KOL teams, and guide the media planning team from strategic development through execution.