Glossary at the end of appendices features the key industry specific terms used in the plan.
Different iterations of the festival are celebrated among multiple Asian ethnicities.
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New York Life wanted to capitalize on this cross-cultural connection by releasing a Moon Festival themed digital video for the Chinese, Korean and Vietnamese American markets.
We found inspiration for our theme through the shape of the full moon.
Much of this has been reinforced through heavy general market advertising. However, there had been no Asian targeted marketing at Tier 1 and Tier 2 levels.
We were given an opportunity to change this when we were tasked to develop a creative and strategic marketing plan for closing the gap between BMW and its competitors in the top Asian areas.
After identifying Chinese Americans in Los Angeles and the San Francisco Bay Area as our target, we employed the most popular and effective media platforms for our audience including TV, radio, and print.
Drawing upon the strong work ethic and prudent decision making of many Chinese Americans, the creative messaging in our ads revolved around a bold and empowering statement: As a result of our tactical approach and culturally relevant ad copy, we exceeded our media impressions goal and reached over 4.
For nearly six years, we have been working with Gilead Sciences developing strategy and executing tactics to drive awareness of the dangers of HBV in the Asian community.
We engaged in insights research and focus group exploration to dive deep into the mindset of the target audience. The Cloud 8 event series connected social media influencers in a high-touch dinner celebration which featured eight unique experiences ranging from entertainment and gifts to one-of-a-kind tasting rituals involving Royal Salute scotch whisky.
This event served as a proof of concept with over on-site user experiences,media impressions, and over 4, social media impressions.
Their products are very popular in Asia, especially in Japan, but Asians in the United States are much less familiar with the brand. To elevate their brand recognition, we partnered with a leading Chinese TV program to raise awareness among the Chinese American audience.
Additionally, we developed exciting and compelling creative to support the overall branding efforts.
Total impressions from the campaign were measured at over 7. Coverage for the entire campaign was secured on over 50 various media outlets. The campaign generated impressions offor print, over 27 million for digital, and over 33 million for TV for an estimated aggregate of 62 million impressions.
The shopping center was looking for opportunities to tap into the large revenue stream of Chinese consumers and enlisted us to connect more Chinese tourists with Beverly Center. We designed a program in which we connected with our network of local tour operators, travel agents, and tour guides.
The strategy was to create an exclusive and unique experience for tourists.Theme. You can do anything you set your mind to do. Believe in Yourself as you lead others, develop new skills, explore career opportunities, build strong families, and give back to your communities.
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