This document provides 5 steps for Canadian companies to conduct successful Chinese New Year promotions. The steps are to 1) join in the celebration through gifts or social media posts, 2) use social media platforms popular with Chinese Canadians like Weibo and WeChat, 3) have promotions in stores since over 90% of Chinese Canadians visit stores during the New Year, 4) offer branded collectibles which are a popular way to participate, and 5) leverage existing marketing assets from Asian markets where the brand operates.

1. 5 Steps for Successful
Chinese New Year
Promotions
(For Canadians)

2. 1. Join the Celebration
• Canadian companies can “send best wishes” or
actively participate in the holiday.
• Chinese Canadians welcome participation, from both
Chinese and non-Chinese companies.
• That can involve a range of options from offering
gifts to social media activity

3. 2. Use Social Media
• Chinese Canadians heavily over-index on digital
engagement and use of social media.
• One way to get involved in the celebration is to use
social media.
• And remember that the most widely used platforms
are not Facebook or Twitter but Weibo and WeChat

4. 3. Be In Store
• Over 90% of Chinese Canadians make specific store
visits for the holiday – visiting an average of 2.8
stores. Two thirds visit one of the T&T supermarket
locations.
• In store activity reaches a very high proportion of
Chinese Canadians.
• The store is a very effective
medium.

5. 4. Offer Collectibles
• If your brand has equity, use it.
• Branded collectibles are popular and a good means
of joining the celebration

6. 5. Leverage Assets from Asia
• There are many very effective promotions in China,
Hong Kong, Taiwan, Malaysia & Singapore.
• If your brand is present in any of those markets it is
worth auditing marketing assets available that can be
leveraged in the Canadian market.