City of Edmonton

Background: Edmonton is North America’s northernmost city with a population greater than one million people. The city, also known as Canada’s Festival City, is the centre for Alberta’s government and a key commercial hub for the province’s energy sector. Over the past three decades Edmonton’s demographic composition has rapidly evolved as the city has attracted immigrant families from around the globe.

The Work: As the city’s population base has diversified so has the need for the city to communicate with all of its diverse communities. Our multicultural marketing team has assisted this client for in-language campaigns. We have worked via digital and print mediums to inform Edmonton’s residents about issues critical to their livelihood. Execution has included services such as media planning, copy writing/ translation, audience building, reporting, and more.

FedEx

Background: When the concept of overnight delivery was born a half century ago, FedEx (or Federal Express Corp as it was known then) was one the innovators in this new era of rapid shipping and logistics. Today, the company is an international conglomerate with offices around the world and one of the iconic brands of America’s Fortune 500.

The Work: Our Chinese marketing team has assisted this client for in-language campaigns for its recruitment efforts. Using print buys we targeted Chinese speaking Canadians, and provided execution services such as media planning, copy writing recommendations, reporting, and more.

Canada Health Infoway

Background: Canada Health Infoway works with governments, health care organizations, clinicians and patients to transition health care into the digital future. As an independent non-profit, Infoway’s mission is to make Canada healthier through innovative digital health solutions that includes faster, more seamless and secure information sharing. For Canada Health Infoway, a more connected and collaborative system is a healthier system.

The Work: Our Chinese marketing team worked on an in-language campaign for this client. The in-language national campaign which targeted newer Canadians was print based. We provided execution services in the form of media planning, ad copy writing recommendations, and reporting.

Hello Fresh

Project

Hello Fresh

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Geo

Greater Toronto

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Languages

English

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Background: Since emerging as a new service in the early 2010’s, meal kit delivery sales have continued to grow year on year, even during the Covid19 pandemic. Hello Fresh is the largest provider in this space, delivering kits across the US, Canada, Australia, Japan, and Europe.

The Work: Our South Asian marketing team worked with Hello Fresh to introduce its service to a new demographic of young urban  professionals from immigrant and 2nd generation communities in Canada. We worked via programmatic, e-newsletter, and PMP deals. Execution included media recommendations, ad copy writing, native advertising copy writing, audience building, demographic & geo targeting, conversion tracking/ remarketing, and reporting.

Palette Skills

Project

Palette Skills

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Geo

BC
Ontario

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Languages

English
Chinese

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0

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Background: Palette Skills helps Canadians ‘upskill’ for the new growing sectors of the economy. This nonprofit is funded in part by the Government of Canada and works across the country on providing this unique form of labour market training. Palette Skills helps organizations access untapped labour markets and create pathways to career growth through demand-driven, industry-led accelerated skilling programs. Job placement is our number one metric.

The Work: Our multicultural marketing team worked with this client on a multi-channel national campaign (BC, and Ontario). Platforms included WeChat (Chinese app), programmatic display, multicultural Facebook & Instagram, E-newsletters, and print. Execution included media recommendations, audience building, demographic & geo targeting, conversion tracking/ remarketing, and reporting.

Southern Alberta Institute of Technology (SAIT)

Project

Southern Alberta Institute of Technology

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Geo

Alberta

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Languages

Filipino
Vietnamese
Korean
Spanish
Turkish
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0

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Background: The Southern Alberta Institute of Technology (SAIT) was established in 1916, it is Calgary’s second oldest post-secondary institution and Canada’s first publicly-funded technical institute. SAIT offers three baccalaureate and three applied degrees, as well as 86 diploma and certificate programs,  The institute has a number of Schools of training: Energy, Business, Construction, Health and Public Safety, Hospitality and Tourism, Information and Communications Technologies, Manufacturing and Automation, Transportation and Advanced Digital Technology.

The Work: Our multicultural marketing team worked on this campaign to extend its reach into Alberta’s diverse communities. This included executing both print and programmatic (digital) campaigns that reached the following communities: Filipino, Vietnamese, Korean, Colombian, Mexican, Turkish, and Peruvian. This campaign included media recommendations, execution, audience building, demographic & geo targeting, and reporting.

Synear USA

Project

Synear Frozen Dumplings

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Geo

BC
Alberta
Ontario
Quebec

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Languages

Simplified Chinese

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0

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BACKGROUND: Synear Foods USA produces the flavours of Chinese cuisine. These specialty food products are for the North American market. Synear products are distributed to Asian stores across the continent, including established retailers like 99 Ranch, H-Mart, and Great Wall and others. In Canada, Synear products, like its frozen dumplings, are available in Costco’s across the country (BC, Alberta, Ontario, Quebec).

OUR WORK: Our WeChat marketing team assisted this client to execute WeChat campaigns in Western and Eastern Canada that timed with product launches. We built both sets of ad creatives for Synear, (including graphics and Chinese copy-writing for both the WeChat banners and articles), recommended the optimal mix of WeChat channels, executed the buys, and provided reporting and metrics. All campaigns exceeded reach and engagement benchmarks.

Vancouver Coastal Health Authority

BACKGROUND: The VCHA is British Columbia’s largest health region. It serves over 1.25 million people (or approximately one quarter of the province’s population) and includes the cities of Vancouver, Richmond, North and West Vancouver, as well as regions like Garibaldi, Sunshine Coast, Powell River, Bella Bella and Bella Coola.

OUR WORK: Communication has been instrumental to managing the 2020-2021 coronavirus public health crisis and mitigating where possible the spread of COVID-19.
Our multicultural media team worked on pandemic campaigns to communicate (in-language) vaccine rollout guidelines and availability with this health region’s Chinese, South Asian, and Filipino populations. We provided media recommendations, execution, and reporting.

Province of Ontario

Project

Province of Ontario

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Geo

Ontario

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Languages

Korean
Hindi
Urdu
Punjabi
Chinese
Gujarati
Tamil
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BACKGROUND: With a population of 14.5 million, Ontario is Canada’s most populous province. The province that is ‘Yours to Discover’ includes Ottawa, the nation’s capital city, and Canada’s largest city of Toronto (which is North America’s fourth largest metropolitan area behind LA, New York, and Mexico City). As of 2016, 51.5% of residents in the Greater Toronto Area belonged to a visible minority group, compared with 13.6% in 1981.

OUR WORK: Our multicultural marketing team assisted in the campaign to contain coronavirus in the province. We executed ongoing messaging campaigns (via print and digital platforms) focused on mitigation of the virus. These ran in 19 languages including Urdu, Punjabi, Chinese, Korean, Hindi, Gujarati, Tamil, Italian, Polish, Greek, Ukrainian, and more. Our print multicultural marketing work included media recommendations, graphic services, execution, and reporting. Our digital multicultural work included programmatic execution also in an array of languages.

University of Victoria

BACKGROUND: The University of Victoria is one of Western Canada’s largest post-secondary institutions. It is consistently ranked in the top three in the country in the category of comprehensive universities (institutions in this category have a significant amount of research activity and a wide range of programs at the undergraduate and graduate level, including professional degrees). The University of Victoria is renowned for its research into climate and ocean science.

OUR WORK: Our team worked closely with staff from the university’s School of Public Health and Social Policy in the beta launch and testing of a new diabetes app that targeted BC’s South Asian population. Our multicultural marketing team collaborated on storyboards for a TV commercial that would engage the target audience (South Asian seniors) to download the app to their smartphones and integrate it into their daily health and diabetes management.