Chinese residents are among the largest ‘visible minority’ groups in Canada with two million people, a population that is growing steadily. Given the potential of this consumer group, many brands adapt their marketing strategy to reach them. Let’s see what some Canadian brands did for Chinese New Year.
Silk
In February 2021, just ahead of Chinese New Year, Silk launched a campaign on WeChat to promote their soymilk.
Success on WeChat is measured by the number of people reached. A good strategy is therefore to offer content that will be informative, shareable, and pleasant, but it’s important also to offer value in the form of discounts or contests. The Silk article focused on the healthy aspects of their product and offered a $1 coupon for customers who scanned the ‘QR code’.
Canada Dry
Canada Dry organized a lucky draw and made sure it could be found on several popular WeChat accounts by allocating a media buy budget to expand their reach. The winner would receive a red envelope with $5000 dollars!
It is a Chinese tradition to give red envelopes during Chinese New Year because they bring good luck. There were three steps to participate in the lucky draw:
- Enjoy Canada Dry and C’Plus with family & friends;
- Go to https://canadadry.ca/cny/ to enter the UPC of participating products;
- Register to be added to the lucky draw.
Royale
Royale understands the market potential of Chinese customers. An Chinese advertisement on Google offered a $1 coupon.
Featuring the “God of Wealth” – one of the most popular Chinese Gods – demonstrated a nice understanding of Chinese culture. Royale emphasized the quality of their products and wished Happy New Year of the Ox. The yellow button on the bottom led you to their fully localized (Chinese) website.
Jamieson Vitamins
Jamieson Vitamins launched an Chinese ad on Facebook/Instagram. The background colours, red and yellow, along with the lanterns and ox offered an appealing design for Chinese New Year as they evoke good luck, happiness and nobleness in Chinese culture. Vitamins are a popular gift for Chinese people and the 25% off offer is a valuable promotion.
Beyond Chinese New Year, other traditional festivals and holidays can be good occasions to promote your products. For example, the Lantern Festival, Mid-Autumn Festival, etc.
Consult our Chinese Marketing Specialists and find the perfect occasion for your promotion. Using the right cultural elements, we help you adapt your strategy to appeal to Chinese customers.
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