Background: Across Southern Ontario, the name Pfaff has been synonymous with auto dealerships and vehicle servicing for over fifty years. In that time, the group has grown consistently as it has added numerous dealerships to its portfolio, as well as a number of other services including financing and online buying.
The Work: Our multicultural and Chinese marketing team has worked with this client on in-language performance campaigns targeting the Canadian market. For our managed digital services, we have provided copywriting/ translation, media planning, ongoing campaign optimisation(s), graphics, metrics & reporting.
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.
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.
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.
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.
Korean Hindi Urdu Punjabi Chinese Gujarati Tamil more
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.
BACKGROUND: Alberta is Canada’s fourth most populous province and home to Canadian cities of Calgary and Edmonton. It is also home to the Rocky Mountains, the resort town of Banff, as well as the Athabasca oil sands, and considered the home province of Canada’s energy sector. Alberta is bordered by BC, Saskatchewan, the Northwest Territories, and Montana to the south.
OUR WORK: Our multicultural marketing team assisted in efforts to contain the spread of coronavirus in the province. We executed a media campaign with messaging focused on mitigation of the virus and in multiple languages: Urdu, Punjabi, Chinese, and others. Our multicultural marketing work included media recommendations, graphic services, execution, and reporting.
Chinese Punjabi Tagalog Persian Russian Urdu Arabic more
BACKGROUND: Based in San Francisco, Lyft is a leading rideshare company. The public company, which is listed on the Nasdaq Exchange, operates in over 600 cities in the United States and Canada. Lyft develops, markets, and operates the Lyft mobile app, offering car rides, scooters, and a bicycle-sharing system.
OUR WORK: Our Canadian multicultural marketing team assisted Lyft in its Vancouver launch. This included the initial driver acquisition campaign.
Our ethnic advertising team provided a range of strategy options to the client, for various mediums: digital, radio, TV, print, and OOH. Our multicultural marketing work included media recommendations, translation, graphic services, execution, analytics, and reporting.
Background: Loblaws is a supermarket chain with over 2000 stores in Canada. It is Canada’s largest food distributor. Loblaws is headquartered in Brampton, with stores in British Columbia, Alberta, Ontario and Quebec, including its marquee brand, Real Canadian Superstore. The first grocery store in the chain opened in 1919 – it was based on a self-serve, cash-and-carry model which offered lower prices. This model proved to be a big hit. Over the next decade, 70 new stores opened in Ontario alone. Aside from it’s retail stores, Loblaws also operates the President’s Choice brand.
The Work: Both our Toronto multicultural marketing unit and the Vancouver team worked with the client to execute a Filipino consumer campaign that covered the entire Western Canadian region. This campaign included media recommendations, execution, demographic targeting, and reporting.
Background: Reduce, reuse, recycle: these are the guiding principles behind our household recycling programs and also for Encorp Pacific, the federally incorporated, not-for-profit corporation that provides beverage container management service across Canada.
Encorp’s mandate is to develop, manage and improve systems to recover used packaging and end-of-life products from consumers and ensure that they are properly recycled and not land-filled or incinerated.
Our Work: Our team targeted Encorp’s message to newer immigrants, many of whom hail from countries where recycling is non-existent or not practiced at the household level. For our recent South Asian campaign, for example, we provided copy-editing, translation, and media buying services.