Arbor Memorial, the largest funeral services provider in Canada, wanted to grow their Chinese Canadian customer base. By listening to their needs, we came up with solutions that included one of the most successful campaigns they had.
The campaign had one specific goal: increase sales during a short campaign period as previous efforts underperformed.
Chinese Canadians, 35-60 years old
The AV Answer
The core offering of Arbor Memorial is repulsive to this target—a conversation about death is considered taboo among the Chinese. We focused instead on appealing to their astute investment sense and repositioned Arbor as a smart investment choice—an investment one can’t do without since death is inevitable—thereby turning what was once a distasteful topic into a sage advice.
This mindset change needed an additional channel best suited for engagement as the media mix from previous efforts underperformed. For the first time, the brand engaged on WeChat—the social media of choice among the Chinese. We produced content on the investment viability of Arbor Memorial products and services.
Campaign performance showed:
• 2,0001% ROI vs.15% target;
• The Chinese segment accounted for 96% of incremental sales vs. target of 20% during the period;
• 5x increase in marketing tracking calls vs. the target of 2x;
• 22,000 WeChat post views vs. target of 8,000 views.
NAMIC EMMA 2018
Marketing Tactics, Content Marketing