IAB Canada has been building up its multicultural media awareness efforts over the past few years. The Canadian audience consists of rich cultural diversity and it is increasingly important for advertisers to recognize the channels and best practices available to truly connect in equally diverse and nuanced ways.
This week IAB Canada was joined by AV Communications (AVC), a Canadian marketing agency that specializes in multicultural marketing, as they walked us through the “Super App” WeChat and its unique ability to reach our growing Chinese Canadian population.
The Chinese Canadian audience in Canada is growing. It represents the second highest source of new immigration and international student body in the country. This population is also spending an estimated $53 billion in our market each year. It’s no wonder that marketers are paying attention. Joycelyn David, Owner and CEO, and Shaharyar Irfan, Business Director of AVC gave an overview of the platform, use cases, ad formats available and audience composition. From the content presented, it’s no surprise the App has been dubbed “super” given that its features combine the best of Facebook, WhatsApp, Viber, Uber, PayPal and more, all under one tent.
With a user base of approximately 63 million worldwide and 1.6 million in Canada alone, the app allows for a granddaughter to have a conversation with her grandmother in the language that unites generations – simplified Chinese. This type of feature in concert with others, has Canadian users spending an average of 3-6 hour per day on WeChat.
WeChat gives advertisers the option of both owned and paid accounts. In one case study presented, an owned account strategy for H&M helped reach their goal of attaining 100,000 followers in one year by having an always-on, customized content strategy that helped drive digital and retail conversions.
There are three different paid ad formats available within the app that marketers can leverage:
Articles – full length article (500 to 1000 Chinese characters) that function like a direct buy. Can choose from 1st, 2nd, 3rd position on the feed.
Banner Ads – displays at the bottom of an article of a WeChat Owned Account.
Moment Ads – displays in the feed and offers more contextual targeting options (I.e.: location, demographics, industry, marital status, network, and devices). They also have a minimum buy allocation.
Key Takeaways:
- Addressing audiences in their own language provides tremendous potential for deeper connection.
- Environments showcasing familiar cultural cues and people representing products is an important way to reach culturally specific audiences. Be mindful of censorship and cultural sensitivities – some topics may not be allowed on the app and require careful editing.
IAB Canada members can listen to the full presentation here.
IAB Canada is looking forward to welcoming back AVC for another Community Uninterrupted presentation all about Weibo! Join us on April 21 at 1PM EST, where you’ll learn how the platform can boost brand presence among Chinese Canadians. Register here.
If you are an IAB Canada member and are interested in participating in our Multicultural Media Committee, please contact us at [email protected]