The Gardens

Connecting the Chinese Demographic to Real Estate Opportunities

01. Background

The Gardens is a self-contained urban village comprised of mid-rise residences and retail built alongside a stunning twelve-acre park. It was planned by Townline, an award-winning development company with an esteemed history of building homes with exceptional quality. Periphery Digital assisted in creating a Chinese focused campaign for three of the developments; Calla, Dahlia, and Jasmine.

Calla at the Gardens: Calla is The Garden’s First Phase and is a collection of 132 concrete homes set in the highly coveted community of South Richmond.

Dahlia at the Gardens: Dahlia is The Garden’s Second Phase, a mid-rise concrete condominium overlooking a twelve-acre natural park.

Jasmin at the Gardens: Jasmine is The Gardens final phase of an exclusive collection of air conditioned two and three bedroom townhomes.

Working solely with a social media and targeted media buying, Periphery digital was able to develop a campaign that resonated with the local Chinese audience. The multi-platform strategy for The Gardens helped bring great success by driving traffic and encouraging conversion.

02. Online Experience

From past campaigns, analytics show that potential leads from Chinese media channels fall off when directed to an English website through a Chinese medium. In order to maximize leads, there must be a continuity in languages across all channels.

  • Implementation of Chinese translations onto The Garden’s existing website to make it bilingual
  • Ensured that all Chinese marketing assets was directed to the Chinese registration page
  • Kept the website updated as The Gardens went through its three phases

03. Facebook Marketing

  • Produced all advertising materials in Traditional and Simplified Chinese
  • Developed initial audience based off demographics and continued to push the advertisements onto “look-a-like” audiences
  • Utilized Single Image, Carousel, and Facebook Instant Experience
  • Used tracking to retarget viewers who have shown interest
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03. Display Ads

  • Focused on real estate oriented audiences
  • Crafted assets were regularly updated over the course of the campaign
  • Listed rotating banner ads on multiple local prominent Chinese publications
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04. WeChat Advertorials

  • Developed advertorials that highlighted features and renders of the development
  • Pushed advertorials onto multiple established Vancouver based Chinese WeChat accounts
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05. Results

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