Birks Canada
Founded in 1879, Birks is one of North America’s most established luxury jewelry brands. Despite its strong presence in Canada’s mainstream market, Birks needed to build deeper awareness within Chinese-speaking communities. We partnered with the Birks team to elevate their brand presence, convey product versatility, and connect meaningfully with new audiences.
Brand's Challenge
While widely recognized in the general Canadian market, Birks remained relatively under-the-radar among Chinese consumers. Key challenges included:
- Birks had low brand awareness among Chinese-speaking consumers
- Many believed Birks only offered high-end luxury pieces, unaware of its accessible fashion lines
- We needed to craft localized content that balanced brand elegance with everyday wear appeal
- All communications needed to align with Birks’ brand tone and premium positioning, while resonating with local consumer behaviours
Our Solutions
Forward Marketing crafted a culturally fluent, platform-native strategy to introduce Birks to Chinese-speaking consumers in a more relatable, engaging way. Beyond conventional campaigns, we designed interactive touchpoints—including WeChat red envelopes and branded sticker packs—to embed the Birks brand into moments of everyday digital conversation.
We designed a campaign framework centered on elegance, relatability, and lifestyle integration:
- Designed localized brand storytelling and product positioning strategies for Chinese-speaking audiences
- Managed year-round WeChat Official Account content operations combined with targeted Campaign planning
- Launched a custom Chinese New Year WeChat Red Envelope campaign, generating strong community engagement
- Designed and promoted a Birks-branded WeChat sticker pack, boosting brand visibility through everyday interactions
- Produced educational content to highlight Birks’ product range and versatility, shifting market perceptions toward a more approachable, wearable luxury brand