Campaign case study
Birks Chinese Community Sales Campaign
A WeChat-first awareness and conversion campaign designed to build trust for a premium jewelry brand and drive measurable in-store purchases through a trackable voucher loop.
25,000+
registrations via mini program
208
vouchers redeemed in store
12 months
campaign duration
Goal
Build awareness within the Chinese community, drive local store visits across the GTA, and support online ordering and voucher redemption.
Key creative: mobile-first visuals optimized for WeChat and Instagram placements.
Challenge
- Fine jewelry is a high-trust, high-consideration purchase, especially for new audiences.
- There was no intuitive, trackable way to convert local interest into store visits.
Strategy
- Offer a gift voucher to users who register through a WeChat mini program.
- Enable in-store discount redemption for purchasers, turning the voucher into a direct conversion mechanic.
- Use channel-native distribution so the message feels familiar and easy to act on.
Channels and Tools
- WeChat channel broadcasts
- WeChat mini program broadcasts
- Instagram broadcasts and paid ads
- WeChat ads
What We Delivered
- Campaign funnel design: register, receive voucher, redeem in store.
- Mobile-first creative formats for WeChat and Instagram placements.
- Clear tracking via mini program registration and voucher redemption.