Multicultural & Niche Marketing
Graciela Eleta, senior VP, brand solutions at Univision Communications, demonstrated how Unilever leverages multicultural insights to build billion-dollar brands.
Manish Bhatt, vice president, MetLife, Jeff Milgroom, general manager, Nielsen, and Scott Simony, account executive, Google, discussed how direct marketing principles can be applied to TV advertising.
Pat Gentile, general manager, Procter & Gamble productions, The Procter & Gamble Company and co-chair, Alliance for Family Entertainment, discussed how marketers can gain greater advertising ROI and significantly increase the impact of their advertising by maximizing the value of appropriate content.
Jennifer Getson, vice president of audience research, Telemundo, shared the findings of a study on Latina consumers conducted by Telemundo and Meredith Hispanic Ventures.
Luisa Acosta-Franco, VP of multicultural, Farmers Insurance, discussed how the brand succeeded in connecting with Asian consumers.
Esther Franklin, executive vice president/director, cultural identities, SMG Multicultural, Starcom MediaVest Group, discussed different identities within the Hispanic-American community.
Engelina Jaspers, vice president, corporate marketing for the Americas Region of the Hewlett-Packard Company, discussed how her organization is looking at multicultural markets to expand its reach in the U.S. Just as the composition of the U.S. population is undergoing profound change, HP believes today's marketers must also undergo changes to their marketing mindsets and practices to generate incremental revenue and brand equity for their companies.
A panel of industry experts shared their insights on CNN's series focusing on race in America and discussed what lessons the series might hold for marketers.
Industry experts discussed a range of issues in multicultural marketing including internal marketing, organizational structures, advertising in Spanish, and Obama's impact on multicultural marketing.
This article presents watchouts and considerations for defining, building, and sustaining profitable multicultural programs: developing segment expertise, measuring success, and overcoming an urge toward the "Borg Syndrome"—that is, disregarding individual consumer groups and marketing only to the masses.
Bauer was sold by Nike and with that lost the marketing power of the swoosh. We leveraged the heritage and strength of the Bauer brand and connected directly to the people who brought them to the industry leading position — the players. The result — Bauer became stronger, more profitable and the most talked about brand in hockey.
To promote the Blu-ray release of the film Chronicle, 20th Century Fox Home Entertainment created a “choose your own adventure” advertising campaign.
Sears had experienced 10 years of downward momentum at back-to-school. To reverse that trend we embodied the Tween values of collaboration, participation and sharing. Within the first 2 months of the program, we reversed negative trends and got 1.6 million hits to the website.
For the launch of the Range Rover Evoque, an integrated campaign featuring print, TV, and digital exceeded industry benchmarks in key areas.
After decades of being the category leader, Extra found itself in a losing battle with new, formidable competition. By establishing Extra as a weight management tool, we were able to freshen the brand by establishing new relevancy and connect with women in a meaningful way. As a result, Extra was able to grow sales and share for the first time in years.
To make the Ford Fiesta the best known B-car not yet for sale in America, Ford knew its target customers, Gen Y'ers, didn't want to hear from them, but they did like to hear from other people like themselves. Insert the Fiesta Movement. 100 socially vibrant 'agents' driving 100 pre-launch Fiestas and documenting their experiences via social networking sites.
State Farm engaged Hispanic soccer fans with an augmented reality app geared toward a good cause.
Canned food has come to seem low-quality and highly-processed. To bring Campbell's Condensed soup from the dusty recesses of Baby Boomers' pantries, and onto their tables, we had to dispel many, many misperceptions. Significant changes in Boomer's perception of Campbell's Condensed lead to +.10 percent growth in share.
P&G staged an ad campaign that generated awareness of bullying among teen girls.
Marrying the consumer insight that relationships are critical to easing conflicts as well as social and media behavior, we developed a portfolio-level campaign to support Frito Lay's Baked! Smartfood, Flat Earth and 100 Calorie Pack brands.