Connecting with the Chinese community at Lunar New Year.
Strategy, design, Facebook Ads, Google Ads, translations, Chinese media buys
Ultherapy is a non-invasive skin treatment that uses ultrasound technology to promote collagen production, reducing the appearance of fine lines on the face, neck, and chest. The current sentiment in Western culture promotes aging gracefully, embracing the realities of getting older, and that beauty isn’t defined by age. This does not hold true in Chinese culture — Asian beauty ideals emphasize youthfulness at all ages.
Merz Aesthetics needed an experienced agency to help them reach the Chinese community in Canada during Lunar New Year and promote value-add gifts to patients with a full face Ultherapy treatment. They wanted to reach Chinese audiences in both Vancouver and Toronto — the two cities with the largest Chinese population in Canada.
The goals were to drive traffic to the website, generate brand awareness among Chinese audiences, and drive action on the website through button clicks. We worked backwards from there to devise a campaign that would position Ultherapy as a must-need treatment while emphasizing Lunar New Year values.
We worked with Syneos Health to develop a Chinese landing page which we then paired with traffic campaigns on Facebook & Instagram. Chinese Google Display and Discovery ads targeted the demographic in Canada. We cut & translated an Ultherapy promo video to appeal to Chinese audiences, and bought in-stream placements on Chinese video site IQIYI. We A/B tested two different LNY creatives on Facebook — a vibrant red & gold set, and one featuring plum blossoms for the Spring Festival.
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