Fresh Perspectives

Halitube Promotes Diversity at Halifax Shopping Centre

Halitube collaborates with Halifax Shopping Centre on Lunar New Year

Halitube and HSC are now in the 4th year of celebrating LNY with Halifax Shopping Centre. Thanks to previous events, we have developed a strong relationship between HSC and the young Asian community in Halifax. Halitube deployed Inclusive Marketing as the organizing principle of our campaign in order to welcome unrepresented communities and shoppers. 

 

Design

Lunar New Year may be a traditional Asian festival, but not necessarily to be celebrated by Asians alone, it is a festival for all.

Production

We use the power of digital content, to present, deliver and highlight businesses for our audiences, and followers of our influencers.

Community

The community of both Asian and Halifax locals have both enjoyed this festival very much, through a different scope, and a perspective of diversity.

 
 
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What We Did

Halitube invites other diverse communities to celebrate with the Asian Community

We created a diverse LNY campaign, inviting members of Asian and non-Asian communities to participate in the campaign. We expanded the concept of “diverse” beyond Asian-only and created an opportunity to set up conversations between diverse communities to discuss the importance of the LNY festival. 

There were 12 invited guests from nine different countries. The guests were divided into small groups in which an Asian discussed LYN with non-Asians who asked questions about the festival including what to wear. Each guest was invited to build an LNY outfit built from HSC vendors. With a better understanding of LNY, the non-Asians were able to experience the festival and the fashion through the lens of the Asian experience.

This year, we have provided the gift card deals in two different packages:

  • Get a free $98 gift card with an $800 gift card purchase

  • Get a free $18 gift card with a $200 gift card purchase

or

  • Get a free $200 gift card with a $1000 ($800 + $200) gift card purchase.

Gift cards in each value are limited to 50, only available while supply lasts.

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We optimized the time and space

We created a short film for the Halitube YouTube channel. It featured remarks from Halifax Mayor Mike Savage, and local MPs Lena Diab and Andy Fillmore along with conversations of guests. The shoot included still photography and full-body shots of guests in their LNY outfits. 

All vertical videos were posted on various platforms, including YouTube, Instagram and TikTok. The campaign also came with a complimentary WeChat article.

 
 
 
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The Result

Big response to LNY campaign

The campaign sold $50,000 sold out in two days. We produced a media campaign and were invited to discuss our film and LNY with Halifax’s Information Morning on CBC Radio One.

Recognizing the unique and successful marketing strategy of the LYN,  Halifax Shopping Centre has submitted the campaign to a global shopping mall marketing competition.

The campaign deepened the relationship between HSC and the young Asian community and introduced new diverse audiences and shoppers to HSC.

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Less people.
Big impacts.

 
 
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