Canada Goose
Launching Canada Goose in China
Canada Goose was seeing significant sales from Chinese consumers visiting their stores overseas but were unsure on the best way of entering the China market to realise the full opportunity. The brand needed to make sure that their entry into the China market maintained the heat they had managed to build with Chinese consumers around the world.
Hot Pot delivered the ‘从加拿大到中国’ campaign focused on connecting consumers in China with the elements of the brand and product that had proven popular with their counterparts overseas; the heritage of the brand, the craftsmanship of the product and the sense of adventure.
The campaign ran across key digital channels, ensuring audiences in the market were well aware of the brand’s imminent launch, culminating in the Beijing store opening which saw queues around the block.
Our Work:
Mined social and digital channels for insight into the perception of Canada Goose among Chinese consumers
Developed Canada Goose China brand strategy to avoid purely short-term influencer-driven hype by focusing on core values of quality, product functionality and warmth.
Defined overall China marketing strategy and roadmap for the brand, digital and eCommerce across Hong Kong, Beijing and Tmall launches. We also launched an O2O campaign as part of their Beijing store opening (opposite), and a WeChat mini programme to drive affinity and deepen product knowledge from those consumers visiting the physical stores (below).
Implemented this strategy, delivering against initial year 1 revenue targets within just 5 months
Helped negotiate 100% full-price launch on Tmall during Singles Day sales period (avoiding typical 30%+ discounting)
Achieved best in class WeChat growth and engagement within 4 months of launch, overtaking
