Cross-Media Reach
68%
Achieved vs. 62% Planned
Integrated Media CampaignCase Study 03
Expanding Cross-Media Reach Through Moment-Based Media Innovation
RoleClient & Integrated Media Strategy Lead
Channels & PlatformsMeta, TikTok, YouTube, Spotify, Viu (Premium VOD/CTV)
Led the Q2 integrated media strategy, client relationship, and strategic presentations for a sunscreen product launch. Directed the planning team across channel planning and execution, while partnering closely with the Strategy and Insights team to translate audience behaviors into moment-marketing and creative-media opportunities.
This case study focuses on using audience insights to build a moment-based media plan, protect unique reach across core platforms, and prioritize premium partnerships that extended cross-media reach while connecting brand exposure with product discovery and marketplace sales.
01
Key Results
Incremental Reach
+8.82%
From Premium VOD & Audio Innovations
Cross-Media Reach Lift
+4.06%
From Strengthening YouTube Audience Coverage
Incremental Product Views
+70.7%
Through Full-Funnel TikTok
02
Context & Challenge
A global skincare brand was launching a lightweight sunscreen serum for Gen Z and millennial consumers in a highly competitive category. Audience research showed that consumers moved between commuting, work or school, entertainment, music, and other screen-based and screen-free activities throughout the day.
The challenge was to build awareness beyond the brand’s usual social and video activity while ensuring each added platform delivered meaningful unique reach. The original recommendation included a broader set of OOH, sampling, and weather-triggered ideas, but limited resources required us to prioritize the executions most likely to improve cross-media reach.
03
Strategic Approach
04
What the Results Showed
01
Cross-Media Reach
The campaign achieved 68% cross-media reach against a planned 62%. Premium VOD/CTV and audio innovations added 8.82% incremental reach, while strengthening YouTube audience coverage increased cross-media reach by a further 4.06%.
02
Full-Funnel Impact
TikTok audiences exposed to both brand and shop ads delivered 70.7% more product views, 46.3% more add-to-carts, 12.2% more checkouts, and 24.1% more completed payments than audiences exposed only to brand activity.
03
Quality Attention & Optimization
Premium VOD/CTV achieved 90% viewability, while Spotify achieved 95% viewability and generated approximately PHP 307.7K in incremental marketplace sales. Meta’s automated delivery also produced a stronger ad-recall lift at a lower CPM than fixed sequencing.
Together, the results showed how a coordinated mix of sufficient core-platform reach, premium media partnerships, and full-funnel retargeting could extend unique audience coverage and connect awareness with measurable marketplace action.
05
What I Bring
This work demonstrates my ability to lead integrated media strategy from audience insight through client alignment, team direction, execution, and measurement. I translate consumer behavior and platform capabilities into creative media opportunities, while making disciplined investment choices when resources require prioritization. The result is a plan that balances broad reach, meaningful innovation, and measurable lower-funnel impact.