Digital OOH Reach
126,262
170% Above Target
Integrated Media CampaignCase Study 02
Building a High-Impact Hero Product Launch Across Paid Media
RoleClient & Integrated Media Strategy Lead
Channels & PlatformsDigital OOH, Meta, TikTok, YouTube
Co-led the paid media and channel strategy for a three-star priority product launch, managed four integrated media and e-commerce planners, and led the local implementation of regional media directives from planning through performance review.
This case study focuses on launching a three-star priority beauty product to build rapid awareness, strengthen consideration and reinforce brand leadership. The paid media and channel strategy applied regional media and creative best practices to a locally relevant hero-product launch, prioritizing investment across a shared budget and coordinating agency specialists to deliver high-impact activation with measurable brand outcomes.
01
Key Outcomes
Digital OOH Impressions
1.55M
155% Above Target
TikTok Top View Reach
2.08M
Delivered in One Day
Consideration Lift
+5.5%
Meta Brand Lift Study
02
Context & Challenge
The client designated a new liquid foundation as a three-star priority launch within its ambition to regain makeup-category leadership across online and offline channels. Our role was to develop a paid media and channel strategy that could build rapid awareness, strengthen consideration and reinforce brand distinctiveness in a highly cluttered beauty category.
Integrated media received approximately 20% of the total agency-managed budget, with the remaining investment shared across creative, affiliate marketing and e-commerce. We therefore had to prioritize the highest-impact activations while applying regional standards on first-party data adoption, video assets of six seconds or less, DMI and KOL asset splits, and prescribed reach sufficiency.
03
Strategic Approach
04
What the Results Showed
01
Rapid Launch Visibility
Digital OOH exceeded both reach and impression targets, while TikTok Top View reached more than two million people in one day. Concentrated, high-impact placements created immediate scale around the priority launch.
02
Consideration and Brand Impact
Meta’s Brand Lift Study recorded a 5.5% lift in consideration, while Kantar research showed stronger perceptions of the brand as unique, dynamic and trend-setting.
03
Clearer Audience and Creative Roles
Website-engaged audiences generated a higher click-through rate than broad targeting. Creative analysis also clarified the roles of static product assets, celebrity-led video and KOL demonstrations across the funnel.
Together, the results showed that disciplined investment allocation, regional media standards and objective-specific activation could create rapid launch visibility while strengthening consideration and brand distinctiveness.
05
What I Bring
This work demonstrates my ability to co-lead integrated paid media strategy, manage planning teams, allocate investment against priority objectives, and apply regional media standards to locally relevant activation. By connecting paid media, creator, affiliate, brand and e-commerce workstreams with layered measurement, I helped turn a priority product launch into a repeatable framework for future campaigns.