Case Study Test

For Fall 2023, we unveiled two new integrated marketing campaigns for TJX, spotlighting extensive selection of affordable and high-quality fashion at WINNERS and home products at HomeSense. The campaigns were designed to inspire customers in refreshing their wardrobes and home décor for the fall season.

Brand Objectives

  • Build Top of Mind Brand Awareness for WINNERS and HomeSense
  • Drive Traffic to Stores and frequency of visits
  • Attract New Customers in the Chinese and South Asian community in Canada through influencers from the 2 ethnic groups The concept of obtaining superior value for their money resonates strongly with both the Chinese and South Asian demographics, making it a pivotal factor in capturing their attention.

The Key Strategies

Chinese Campaign

Chinese in Canada demonstrate very distinct media usage behavior of retaining habits of using their familiar Chinese social media platforms. In this campaign, we focused on using RED (the fastest growing Chinese social medium and a go to platform for Chinese consumers for everyday life content and users experience sharing) with Chinese content to help WINNERS and HomeSense target the “Real” Chinese audience, the important segment which general marketing tactics cannot effectively reach.

South Asian Campaign

The Influencers landscape in the South Asian community in Canada operates relatively similar to the mainstream market in terms of platforms and languages. This campaign focused on using Instagram and TikTok as they are the 2 Social platforms the South Asian audience in Canada are most active on.

Influencers Collaboration

Influencer Performance

Total Viewers
K+
Total Influencers
0
Real Engagement
0 K+
Total Posts
0

Top performed content on RED

HomeSense x @M&V
WINNERS x @ohh_emma
WINNERS x @M&V
HomeSense x @草莓楚
HomeSense x @heyitsmepandypanda
HomeSense x @Manal
WINNERS x @Anjanad15
WINNERS x @kmohpreet
HomeSense x @Life with Saadia
HomeSense x @Manal
WINNERS x @Kausccloset
WINNERS x @mahnoor_Nadir

How the audience responded to the influencers’ posts

Resonate

Recently, I’ve been consistently treasure hunting. It’s really a hidden gem store.

Desire to Purchase

Looking good!❤️ You’re making me want to go now!!

Driving Traffic

I love it! I always find the cutest knits there❤️

Bring in Popularity

Winners has the best collection!😍🙌

Programmatic Campaign

Target the Chinese consumers through strategic placement of video ads on: Popular Chinese video streaming site and content with a predominantly female audience.

Programmatic Perfromances

Impressions
K+
Clicks
CTR
%

In-language Creatives

The ad creatives were translated to Chinese ( including Simplified Chinese and Traditional Chinese to reach different audience segments).

Timing of Placement

Video ads were run as pre-roll of the currently trending dramas / video content