BC Children’s Hospital Foundation
Using culturally-fluent content to connect with a new audience.
WeChat organic content, media buys with Chinese vendors, translations
BC Children’s Hospital is the only hospital in BC for children. Each year, 96,000 kids visit the hospital for specialized care. The foundation’s mission is to transform child heatlh through excellence in philanphropy.
With such a well known name and prolific list of donors, BCCHF struggled to find a marketing team that could accurately capture the ideal voice and tone of their brand for the Chinese-speaking audience. They approached Periphery to help with their Chinese marketing campaigns to foster a connection with this audience.
The Periphery team dove into BCCHF's brand characteristics and pillars to understand the direction of their messaging in order to create the most culturally-fluent content possible. We crafted a strategy that would evoke the right emotions and resonate with the Chinese audience.
We developed partnerships with Chinese media sites and bought online media placements that we knew would be read by the target audience. Our team delivered Chinese marketing strategy, organic WeChat Content, and managed their WeChat Account from beginning to end.
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