Multicultural & Niche Marketing

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Top Ways to Connect with Hispanic Consumers

Craig Geller, senior vice president of ad sales at NUVOtv, and Robert Miner, president of Miner & Co. Studio, discussed how to connect with the Modern Latino segment of the Hispanic population.

A Todo, Con Todo

Ram has seen extraordinary success in the general market, but needed to make inroads with the Hispanic market. The goal was to create a campaign that resonated with Hispanics and lifted sales.

Better Way

Considering the growing market of remittances to Latin American and the limitations on the traditional methods of sending money, Xoom created the “Better way” campaign in 2011 highlighting the brand’s solution to this difficult task. The campaign produced overwhelming results surpassing all of the expectations and increasing the acquisition goal 2.1 times more.

Brisksaber

To drive sales and raise awareness of Brisk Iced Tea with its millennial male target, we turned Brisk from a beverage brand into a true entertainment source. At the heart of the campaign was Brisksaber, a simple, addictive, branded mobile gaming app. To tie the game to sales, the app rewarded fans by unlocking new content when they redeemed under-the-cap codes from bottles.

Gillette Fusion ProGlide Styler Andre 3000

Gillette needed to resonate with younger, Ethnic men, who are less likely to be clean shaven. To help manage their facial hair styling needs and grow category share, Gillette created the Fusion ProGlide Styler. However, for these guys Gillette is too “clean cut” and safe, so Gillette had to redefine brand behavior to establish credibility in the world of style.

Hyundai Undead

With zombie popularity on the rise, Hyundai worked with The Walking Dead and landed the Hyundai Tucson and Elantra as characters in the TV show and comic book to attract the elusive Generation Y. The presence of Hyundai as the “ultimate Zombie Survival Machine” culminated at the biggest pop-culture event of the year, San Diego’s Comic-Con.

Latte Love

Adult woman love their lattes. And lattes contain twice as much milk as coffee! To boost retail sales, we inspired shoppers to rethink their lattes and showed them an easy way to make them at home.

Mi Tide

To re-establish Latinas' emotional bond to Tide, the brand had to reduce their ignorance towards Tide's line of products and increase the value of these in their mind. The Mi Tide campaign broke with the norm of crafting insights known to resonate amongst the majority of the Hispanic segment and chose to engage with Latinas through their individuality and authenticity.

Proud Sponsor of Moms

For 175 years, P&G, the company, was always the silent giant behind its many powerful brands. The Olympics gave P&G an opportunity to have a point of view that would resonate with millions of people. P&G is not in the business of helping athletes be better athletes. But they are in the business of helping their moms. P&G would celebrate mom and thank her for all that she does.

Sabemos que te va a encantar. (We know you're going to love it.)

After almost six years without dedicated marketing efforts and ensuing declines in consumption, KRAFT set out to reconnect KRAFT Macaroni & Cheese with less acculturated Hispanics. The objective of this campaign was to reach Hispanics through in-language communications and prove the effectiveness of dedicated efforts in four local test markets.

Who’s Got An Agent?

After a year of losing the battle over price, State Farm needed to remind people why it brought them extra value.

Luxury and Affluent Markets: What’s Really on Consumers’ Minds in 2013?

This ANA Insight Brief features findings from The Shullman Luxury and Affluence Monthly Pulse survey. The results provide marketers with insights into affluent consumers’ perceptions of their personal financial situations, media and purchasing habits, and their outlook of the U.S. economy in 2013.

Chango Retargeting Barometer: What Marketers and Agencies Really Think of Retargeting

In this white paper Chango shares key findings from their biannual retargeting barometer survey, fielded to 51 media buyers from the U.S., Canada, and the U.K.

American Express Engages Employee Diversity Networks to Drive Growth

Dante N. Mastri, global strategy and capabilities, global merchant services at American Express, discussed Shop Small Provincetown, a pilot initiative created by its PRIDE employee network to reach diversity market segments.

American Express Engages Employee Diversity Networks to Drive Growth

Dante N. Mastri, global strategy and capabilities, global merchant services at American Express, discussed Shop Small Provincetown, a pilot initiative created by its PRIDE employee network to reach diversity market segments.

Foreign Language Translation Best Practices for Multicultural Marketers

Matthew Rodano, vice president, client relations at The LanguageWorks, Inc., discussed best practices for marketers when executing content in foreign languages.

Macy’s Approach to Multicultural Marketing

Maria Cristina Rios, director, multicultural marketing and media strategy at Macy’s Marketing, discussed how Macy’s total strategy has been applied to a multicultural marketing campaign focused on Hispanic Heritage Month.

Macy’s Approach to Multicultural Marketing

Maria Cristina Rios, director, multicultural marketing and media strategy at Macy’s Marketing, discussed how Macy’s total strategy has been applied to a multicultural marketing campaign focused on Hispanic Heritage Month.

TrueView: Unlocking the Creative Potential of Digital Video

Mark López, head of U.S. Hispanic audience and pan-regional sales at Google, discussed how marketers can use digital video to reach Hispanic consumers.

TrueView: Unlocking the Creative Potential of Digital Video

Mark López, head of U.S. Hispanic audience and pan-regional sales at Google, discussed how marketers can use digital video to reach Hispanic consumers.

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