This targeted campaign aimed to capture the South Asian, Filipino, and Chinese newcomer segments by highlighting addressing their specific concerns (price, assortment, trust.) A test-and-learn approach was used to optimize channels, messaging, and creative.

  • Paid digital media (progammatic banners and display, Google and YouTube display, mobile)

  • Paid social (Facebook and IG)

  • Select buy on PrepareforCanada.com, Times of India, 51.ca (newsletter, standard banner, e-blast and re-targeting)

  • In-app (Realmaster)

  • Print media (elevator ads, ROP)

  • Radio (broadcast)

NOFRILLS Newcomer Campaign

CREATIVE CASE STUDY

Campaign details

The Canadian newcomer is identified as a significant growth segment for market share and sales in grocery retail. Monsoon (multicultural AOR) conducted market research, which I used to craft targeted messages and creative addressing newcomer’s concerns. My pitch to take creative and copy in house was successful, saving significant budget that was reinvested in the program.

Using a combination of different creative, copy, and languages, this program over-performed benchmarks, securing program funding again for the following year.

  • • $100K+ media spend
    • $0 for creative production

  • 85% of media buys over-performed benchmarks (70 of 82)

    Two generic + community-specific creative/copy in various sizes were run in tandem, optimizing the campaign and over-indexing benchmarks.

    The digital media mix allowed for channel results per segment, resulting in a clear strategy for future media buys.

  • Saved budget by taking work in house allowing additional investment in the program.

    Over-performed benchmarks successfully secured program funding for the following year.

Banner Ads

Social

Copy, creative, and storyboards were developed in house. Videos executed by Monsoon (included in agency req.)

Low Prices – Generic

Low Prices – South Asian

Low Prices – Filipino

Ways to save – Filipino

Ways to save – South Asian

Roll out

In-situation – South Asian

In-situation – Chinese

In-situation – Filipino

In-situation – Prepare for Canada