Celebrating AAPI Heritage Month with These Campaigns
May is Asian American and Pacific Islander Heritage Month, a period that celebrates the strengths and achievements of the AAPI community and that strives to advance the causes most important to its members. In keeping with this important theme of the month, consider the following case studies from the ANA's portfolio of award programs. The following examples demonstrate the marketing community's commitment to elevating the AAPI community and to making its members feel seen.
Procter & Gamble Gives Voice and Name to Asians
Procter & Gamble's first AAPI campaign, "The Name," was launched in sync with Asian-American and Pacific Islander Heritage Month (APAHM), emphasizing the importance of AAPI birth names.
McDonald's Creates a Hall of Zodiacs in the Metaverse to Engage the AAPI Community
McDonald's created a state-of-the-art VR experience in the metaverse to engage the Asian-American Pacific Islander (AAPI) community during the Lunar New Year.
The Saweetie Meal
To reach a young Asian American audience, McDonald's introduced the new Saweetie Meal, leveraging the unique appeal of Filipina celebrity Saweetie, increasing sales and guest counts, as well as driving digital acquisition.
How Ford Positioned Its SUV as the Perfect Vehicle for Post-COVID Reunions
In an effort to engage South Asians in the Toronto area, Ford Canada launched a campaign that positioned its Escape SUV as the perfect vehicle to help reunite families who were coming together to celebrate Diwali after a long, pandemic-induced layoff.
Respond2Racism: The First-Responder Twitter Bot
To combat COVID-19-fueled anti-Asian hate, Goodby Silverstein & Partners created a Twitter bot that responded to anti-Asian tweets with messages from Asian frontline workers about the harmful effects of racist rhetoric.
Welcome to Our World: Netflix Highlights Asian Diversity
To combat Asian stereotypes and a surge in COVID-19-fueled Asian hate, Netflix created a video leveraging Asian celebrities and illustrating the diverse nature of the Asian American and Pacific Islander community.
How California Gave Smokers a Platform to Inspire People to Quit
With the pandemic and the anti-Asian racism that accompanied it causing California smokers of Asian descent to cope by smoking even more, the California Tobacco Control Program launched a campaign that featured a multilingual helpline and creative featuring smokers telling their own stories in hopes of inspiring others to quit.
Check out more case studies in ANA's library here.
The views and opinions expressed are solely those of the contributor and do not necessarily reflect the official position of the ANA or imply endorsement from the ANA.
Morgan Strawn is a senior manager of editorial and content development at ANA.