Digital marketing and advertising start up Sheng Li Digital – currently in residence with the Canadian Technology Accelerator’s Digital Media (CTA@NYC) program in New York — has been retained a second time by the world-famous theatre troupe Cirque du Soleil following solid sales results for their show “Totem” in Vancouver, Canada.
Sheng Li Digital specializes in helping North American brands reach Chinese audiences through online advertising and promotion. For “Totem,” the company targeted the Chinese-speaking community in Vancouver, producing a 25% increase in conversion rates and a 10x return-on-ad-spending (ROAS), and dramatically increased ticket sales.
Cirque du Soleil has now hired Sheng Li Digital to produce similar results for their upcoming “Kurios” show running from Nov 14-Dec 31, 2014 in San Francisco – which like Vancouver, also has a large Chinese population.
“We’re excited to be working again with Cirque du Soleil to help reach what’s been for them up until now an untapped market,” says Sheng Li Digital president and co-founder Chris Breikss. “Our methodology is unique in North America and we’ve already proved to Cirque that we can deliver results in a short period of time.”
How do they do it? By implementing a carefully orchestrated digital marketing campaign based on Sheng Li Digital’s thorough knowledge of the cultural and digital habits of the Chinese-speaking community: the campaign’s targeting included social media platforms like Baidu and Weibo, SEO and search habits, and fine-tuning ads for granular demographic targeting.
Breikss, also credits the success of the Cirque du Soleil campaign to the company’s time with the CTA program in New York, run by the Canadian Consulate General in New York.
“Our participation in the CTA@NYC program helped us land Cirque du Soleil as a client,” he explains. “The feedback and mentorship we received help us refine how we describe our business to be more clear and concise. The pitch training helped us better describe our product which directly led to us signing this deal.”
Sheng Li Digital used social media platform Weibo along with a strategized content campaign to target potential Cirque du Soleil ticket-buyers
“A strong digital marketing strategy requires more than just translation,” explains Breikss. “It’s vital to understand the complex social landscape before engaging with Chinese customers on social media…Phrasing, idioms and tone can cause a wrong reaction in the Chinese market. We craft campaigns with engaging content tailored to region, dialect, age, gender and more.”
Read more about the digital marketing campaign for Cirque du Soleil in Sheng Li Digital’s case study.
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About Sheng Li Digital:
Sheng Li Digital is a marketing and advertising agency that focuses on helping North American brands reach Chinese audiences through online advertising and promotion. Founded in Vancouver and launched at SXSW in Spring 2014, Sheng Li Digital is quickly growing its customer base and have moved operations full time to New York City to participate in the CTA Digital Media (CTA@NYC) accelerator, and to capitalize on the city having the largest Chinese population in North America and being the nation’s capital for the advertising industry.
For more information contact: Vickie Hsieh vickie @shenglidigital.com in Vancouver (604) 282-7610 or Chris Breikss chris @shenglidigital.com (212) 603-9667 in New York.
About The Canadian Technology Accelerator in New York:
The Consulate General in New York runs three technology accelerators that target high-potential early-stage companies in three sectors selected through a competitive process:
CTA Digital Media (CTA@NYC): Ad Tech, Data Analytics, FinTech, E-Commerce, SaaS and on-line Content) selected through a competitive process.
CTA CleanTech: Green chemistry and advanced materials; energy/water data, analysis, management & control; clean energy; clean transportation and mobility, clean web, consumer engagement and smart grid
CTA Health IT: Focussing on patient-centered solutions using health information technology including mobile devices (mHealth) and telemedicine (eHealth).
The companies receive international business acceleration from partners in the private sector, working closely with Trade Commissioners of the International Business Development section of the Canadian Consulate.
For more information: ctanyc @international.gc.ca
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