Holistic Marketing Campaign for Holt Renfrew Targeting the Chinese-Canadian Demographic
Holt Renfrew, a leading luxury retail brand in Canada, identified a significant growth opportunity within the Chinese-Canadian community. Recognizing the influence and reach of platforms like Xiaohongshu (Little Red Book) and WeChat among this demographic, Holt Renfrew aimed to enhance its visibility and engagement through these channels. They sought a strategic partner to spearhead this initiative, and our team was tasked with the responsibility.
Objective: To raise awareness and generate interest in Holt Renfrew’s brand and its seasonal promotions among the Chinese-Canadian audience.
Our Services Included:
Integrated Marketing Communications Planning: We devised a comprehensive strategy to ensure that Holt Renfrew's brand message was consistently communicated across all platforms.
Content Management: Our team curated tailored content that resonated with the Chinese-Canadian community, considering their preferences, cultural nuances, and buying behaviour.
Channel Acquisition: We strategically acquired prime advertisement slots on platforms like RED and WeChat, ensuring that Holt Renfrew's brand was prominently showcased in spaces frequented by the target audience.
Offline Events: Recognizing the value of experiential marketing, we organized special in-store events tailored to the Chinese-Canadian clientele. These events not only showcased Holt Renfrew's latest collections but also celebrated Chinese festivities and traditions.
Results: Holt Renfrew witnessed a significant surge in brand recognition and engagement within the Chinese-Canadian community. Store footfall increased, especially during seasonal promotions and our specialized offline events. The campaign solidified Holt Renfrew's standing as a brand that not only offers luxury but also understands and values the cultural intricacies of its diverse clientele.