Our campaign objectives included: Increasing awareness for ICCRC. Educating prospective Immigrants and International Students about the risks of working with non-regulated consultants. Developing and executing a global digital and social media plan to drive awareness and position ICCRC as the first destination for prospective immigrants to validate their Immigration Consultant. Driving traffic to the ICCRC website.
The challenge was to first identify the key countries that immigrants come to Canada from. Next, to create messaging with imagery that would resonate across the globe. Finally, to come up with relevant media tactics to reach the right audience, with the right language, within a tight budget and deadlines.
Our data analysis revealed 24 countries contributing to most of the immigration, including China, India, Pakistan, Bangladesh, Iran, Algeria, Cameroon, Morocco, Tunisia, Turkey, Brazil, Haiti, Philippines, Jordan, Nigeria. To reach the target globally, cultural nuances, languages, and geo-targeting tactics had to adhered to. Including English and French, the message had to be translated into 17 languages.
Our target relies on the internet, local immigration consultants, and word-of-mouth for information. Our strategy used digital and social media to reach them and intercept their searches on the web. We used targeting filters along with age, languages, countries, and included interests related to studying abroad and immigration.