Winners’ Multicultural Campaign Proves Value is the Universal Language
/ Case Study
Challenge
Winners, Canada’s go-to off-price retailer, faced a major challenge in capturing the attention of Chinese and South Asian Canadians—two of the country’s fastest-growing and most lucrative demographics. Despite their strong preference for premium brands, many in these communities lacked awareness of Winners’ unique value proposition: “famous brands for less.”
What We Did
Influencer Marketing
Content Strategy and Creation
Translation
Content Strategy and Creation
Translation
AVC Answer
Craft a culturally rich, bilingual marketing campaign that emphasized Winners’ core promise—”famous brands for less” by leveraging key cultural touchpoints—like language, design, and influencer voices.
Impact
6.5 million impressions, achieving 223% above plan and significantly increasing brand awareness and foot traffic among Chinese and South Asian Canadians.
See it in Action
Dive deep into cultural insights that resonate, creative stories that captivate, and media strategies that hit home, every time.
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