RC at CF Richmond Centre

Attracting a Chinese audience with thoughtful media placements.

Project Scope

Strategy, content, translations, and management of WeChat, Facebook Ads, Google Ads, media buys for OOH & print placements

Georgetown

Richmond Centre by SHAPE will be a 27-acre community in the heart of Richmond featuring luxury homes and all amenities on-site including an outdoor shopping centre, SkyTrain station, cultural and recreation facilities.

SHAPE wanted to emphasize their development as a unique investment opportunity with ‘Everything at your doorstep’ as their central messaging. Richmond has the largest population of Chinese residents in North America and they knew Periphery was the ideal agency to handle their advertising and successfully reach this audience.

Georgetown

Our Process

Periphery worked with SHAPE to determine media and advertising placements that would have a direct impact on registrations for Richmond Centre's 'Now Selling' campaign, targeting Chinese audiences in both BC and Hong Kong.

Deliverables

Large ads with vibrant colours ensured Richmond Centre's campaigns couldn't be ignored. Strategic media placements and consistency across channels reinforced their 'Everything at RC' messaging to keep Richmond Centre top of the target audience's minds.

Results

Richmond Centre is leaps and bounds ahead of their competitors in terms of visibility due to Periphery's strategy. SHAPE continues to be extremely happy with Periphery's work on their 'Everything at RC' initiative and is their Agency of Record.

400+
Homes Sold in 8 Weeks

998,176
Social Media Reach

51,888,107
OOH Impressions

4%
Conversion Rate

286,116
Website Traffic

1233
WeChat Followers

239,300
WeChat Article & Advertorial Views

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