Multicultural & Niche Marketing

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Go Here Now

Discover seven hot spots to meet moms, who represent a $2.4 trillion market in the United States. These locations include social networks, mobile devices, and direct sales parties.

Winning Over Mom

Connecting to core values can mean big business. Find out how BabyCenter, Whirlpool, Procter & Gamble, and other brands are engaging with moms.

Brave New Moms: Navigating Technology's Impact on Family Time

Angela Reynar, senior director of Category Insights, Yahoo!, and Jenny Vandehey, global associate director, Social Listening, Starcom MediaVest Group, discussed a new study aimed at understanding the impact of technology on moms and the new family dynamic.

Brave New Moms: Navigating Technology's Impact on Family Time

Angela Reynar, senior director of Category Insights, Yahoo!, and Jenny Vandehey, global associate director, Social Listening, Starcom MediaVest Group, discussed a new study aimed at understanding the impact of technology on moms and the new family dynamic.

Brave New Moms: Navigating Technology's Impact on Family Time

Angela Reynar, senior director of Category Insights, Yahoo!, and Jenny Vandehey, global associate director, Social Listening, Starcom MediaVest Group, discussed a new study aimed at understanding the impact of technology on moms and the new family dynamic.

OAAA Case Study: Wranglers

Wranglers used out-of-home co-op advertising to reach Hispanic consumers, despite a declining budget.

The Role of Culture and Identity in Creating Meaningful Connections with the LGBT Community

Esther Franklin, EVP, head of SMG Americas Experience Strategy, Starcom MediaVest Group, and Michael Desmarais, VP Strategic Insights and Research, LOGO Networks, explored the role culture and identity play in solidifying strong relationships between the LGBT community and brands.

The Role of Culture and Identity in Creating Meaningful Connections with the LGBT Community

Esther Franklin, EVP, head of SMG Americas Experience Strategy, Starcom MediaVest Group, and Michael Desmarais, VP Strategic Insights and Research, LOGO Networks, explored the role culture and identity play in solidifying strong relationships between the LGBT community and brands.

The Role of Culture and Identity in Creating Meaningful Connections with the LGBT Community

Esther Franklin, EVP, head of SMG Americas Experience Strategy, Starcom MediaVest Group, and Michael Desmarais, VP Strategic Insights and Research, LOGO Networks, explored the role culture and identity play in solidifying strong relationships between the LGBT community and brands.

Navy 4 Moms: Social Branding Case Study

Kathleen Donald, president and managing director, Campbell Ewald, presented a case study on an interesting new social platform the agency created for the U.S. Navy that stretches beyond the view that social media is only for Millennials. Designed to address moms’ negative fear about their children joining the military, the campaign succeeded in creating a community of 63,000 moms that helped remove parental barriers to Navy recruitment.

Navy 4 Moms: Social Branding Case Study

Kathleen Donald, president and managing director, Campbell Ewald, presented a case study on an interesting new social platform the agency created for the U.S. Navy that stretches beyond the view that social media is only for Millennials. Designed to address moms’ negative fear about their children joining the military, the campaign succeeded in creating a community of 63,000 moms that helped remove parental barriers to Navy recruitment.

Hennessy: Targeting the Bicultural Bilingual Latino

Manny Gonzalez, multicultural marketing director, Moet Hennessy USA, discussed how the Hennessy brand is successfully targeting the bilingual, bicultural Latino consumer with digital and experiential marketing through their multi-city “DJ Mixmasters” program.

The Faith-Based Market: Multicultural Marketing & Diversity Case Study

Melanie Few, president, Results Inc., Natara Holloway, VP retail development & consumer products, NFL, Marla Jones, client relations & management, Results Inc., and Telisa Yancy, director, advertising, American Family Insurance, discussed ways to respectfully reach the faith-based market segment and presented a case study example of a partnership between the NFL and American Family Insurance for the Super Bowl Gospel Celebration.

The Faith-Based Market: Multicultural Marketing & Diversity Case Study

Melanie Few, president, Results Inc., Natara Holloway, VP retail development & consumer products, NFL, Marla Jones, client relations & management, Results Inc., and Telisa Yancy, director, advertising, American Family Insurance, discussed ways to respectfully reach the faith-based market segment and presented a case study example of a partnership between the NFL and American Family Insurance for the Super Bowl Gospel Celebration.

Krispy Kreme: Reaching Millennials through Integrated Marketing

Brian Little, director of corporate communications, and Tim Sabo, global creative director, Krispy Kreme Doughnuts, along with Jeff Fromm, executive vice president, Barkley, discussed how Krispy Kreme reached Millennials through social media and integrated marketing.

BrightLine Advanced TV Audience Behavior Report: Young Adult Males

BrightLine provides insight to marketers on initiating a brand dialogue with males aged 18-34 via advanced television advertising.

In Plain Sight: The Black Consumer Opportunity

This white paper provides insights into the buying power, spending trends, and brand loyalty tendencies of Black consumers, while disproving some common stereotypes about this demographic.

1 in 3 Like Me

Poise's research showed that 1 in 3 women suffer from Light Bladder Leakage. Our challenge was to get women to discuss and sample a product they don't want to admit they need.

5 Seconds to Glory

Klondike's 2011 marketing objective was to increase awareness and persuasion around Klondike's new flavors, with the ultimate goal of increasing sales and maintaining our market position.

Brushing My Way!

In 2010, Arm & Hammer Spinbrush launched My Way! Girls — a customizable toothbrush designed for girls 6-12. The team needed a bold strategy to differentiate as well as launch a product completely new to the category.

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