Media Planning & Buying · TV Production
Goldilocks USA — Media Campaign
Goldilocks USA · 2021
Situation
Goldilocks is the most iconic bakery brand in the Philippines — a household name for every Filipino. Goldilocks USA needed media planning and buying support to launch TV commercials across the U.S. Filipino-American market, connecting with both first-generation and multi-generational consumers.
Task
Plan and execute a multi-platform media buy for Goldilocks USA TV commercials, ensuring optimal reach across Filipino-American audiences nationwide while maximizing efficiency across cable, terrestrial broadcast, OTT, and digital channels.
Action
Led media planning and buying across nationwide cable, local terrestrial broadcast, local digital/OTT, regional cable, and regional digital/OTT. Coordinated full TVC production for the Ensaymada and Mamon spots. Managed platform mix and scheduling to maximize GRP delivery against target Filipino-American audiences across key U.S. markets.
Result
Successfully delivered national cable and multi-platform campaign presence for Goldilocks USA, reaching Filipino-American households across the U.S. with culturally resonant advertising for two of the brand’s most beloved bakery products.
What This Demonstrates
Media strategy, planning, and buying expertise across broadcast, cable, OTT, and digital — with specific experience in both nationwide campaigns and targeted multicultural market execution.