Multicultural & Niche Marketing

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Kraft Cool Whip Recruits Mommy Bloggers

Marjani Coffey, senior associate, brand manager, Kraft Foods, and Brad Higdon, vice president, account director, The Martin Agency, explained how Kraft integrated mommy bloggers into its national advertising campaign and leveraged social media.

Krispy Kreme: Reaching Millennials through Integrated Marketing

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

Scream Collector — We Want Your Scream

A big idea was required to effectively reposition Nickelodeon Universe from an indoor wee park to a hip and cool theme park for teens and tweens. We overcame shrinking entertainment budgets and a host of other hurdles to take Nickelodeon Universe from a fail to LMAO in our prime targets eyes by introducing an iconic character, the Scream Collector.

Superfast Handwash

By fusing a paradigm changing consumer insight with a revolutionary product attribute, Lifebouy was able to produce results that clichés are made of: Challenging and winning against a dominant market leader across the globe despite being saddled with the baggage of being a poor man's brand.

Visa Prepaid: Go Open a New World

The Prepaid card competitive landscape had long been filled with low-budget production, DRTV-style ads, encouraging late-night TV viewers to "call now!" with the benefit of "no credit check!" and the knowledge that unlike traditional credit and debit, "you can qualify!" The key to breaking this category convention was going to be uncovering audience truths through research.

We Can Help Us

We were tasked with creating a campaign to reduce the rate of suicide among teens. We realized the only way to truly reach and connect with them was through the stories of other teens that have been there and made it. We Can Help Us is an empowerment platform to get strength for those and to give strength to those who are experiencing dark times.

Women in the Navy

Commander Brent Phillips, director of marketing and advertising, Navy Recruiting Command, discussed the United States Navy’s integrated marketing campaign to recruit women.

Women in the Navy

Commander Brent Phillips, director of marketing and advertising, Navy Recruiting Command, discussed the United States Navy’s integrated marketing campaign to recruit women.

Walmart Forges a Deeper Connection with Moms by Championing the "Everyday"

Kirsten Evans, senior director, marketing, Walmart Stores, Inc., and Katherine Wintsch, vice president and group planning director, The Martin Agency, and founder, The Mom Complex, discussed the close collaboration between Walmart and The Martin Agency’s "The Mom Complex" as they sought a means to provide moms with a way to save money through better utility.

Walmart Forges a Deeper Connection with Moms by Championing the "Everyday"

Kirsten Evans, senior director, marketing, Walmart Stores, Inc., and Katherine Wintsch, vice president and group planning director, The Martin Agency, and founder, The Mom Complex, discussed the close collaboration between Walmart and The Martin Agency’s "The Mom Complex" as they sought a means to provide moms with a way to save money through better utility.

Walmart Forges a Deeper Connection with Moms by Championing the "Everyday"

Kirsten Evans, senior director, marketing, Walmart Stores, Inc., and Katherine Wintsch, vice president and group planning director, The Martin Agency, and founder, The Mom Complex, discussed the close collaboration between Walmart and The Martin Agency’s "The Mom Complex" as they sought a means to provide moms with a way to save money through better utility.

Yahoo!: Marketing to African-Americans

Yahoo! provides results from a research study undertaken in partnership with Mindshare and Added Value which seeks to help marketers understand the drivers of African-American identity and the key considerations for brands when building an African-American marketing plan.

Yahoo!: Marketing to Hispanics

Yahoo! provides results from a research study undertaken in partnership with Mindshare and Added Value which seeks to help marketers understand the drivers of Hispanic identity and the key considerations for brands when building a Hispanic marketing plan.

BrightLine Consumer Behavior Brief: Gamers

BrightLine provides insight on the potential for reaching gamers via advanced television advertising.

BrightLine Advanced TV Behavior Report: Baby Boomers

The media consumption habits of the Baby Boomer generation (adults aged 47-65) are examined in this recent BrightLine behavior report.

Marketing to Asian-American Consumers: An Untapped Opportunity

This ANA Insight Brief explores the reasons why more marketers have not reached out to the Asian-American community, as well as best practices for doing so and the challenges that marketers may face along the way. Case studies from the California Department of Public Health, as well as ANA members, Verizon Wireless and Farmers Insurance, are shared.

A Few Insights into Consumer Targets

Data from the GfK MRI Survey of the American Consumer provides insights on several target groups. These include Apple fans, political news junkies, young urban dads, and professional women.

Investing in Brand Targets

Learn about how the Martin Agency used consumer research in two client case studies. These case studies combine demographic research with media schedule evaluation.

The Digital Black Consumer

Matthew Barnhill, executive vice president, corporate market research, BET, discussed the findings of a survey BET conducted to explore digital consumption and usage among African-Americans.

Verizon Wireless Case Study: Lunar New Year

Andrea Kimmet, director, Multicultural Marketing, Verizon Wireless Inc., discussed Verizon Wireless’ efforts to reach Asian-American consumers through the brand’s Lunar New Year campaign.

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