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NBCUniversal/Telemundo: How the Hispanic Community Shapes Trends

In this session, Patricia Buchanan, Director of Business Development – NBCUniversal/Telemundo, discussed the unique market demographics that make Los Angeles what it is today from on-the-air to the digital landscape to grassroots reach.

Happiness Flag

Coca-Cola set itself apart as a FIFA World Cup sponsor and engaged football (soccer) fans around the world with a campaign that combined experiential and social.

JCPenney: Soccer is for Girls

JCPenney increased its Latina customer base with a broadcast and social campaign that leveraged the popularity of the World Cup within this audience.

Heineken Champions Express

Heineken leveraged its sponsorship of the UEFA Champions soccer league to create an event to engage Hispanic Millennial consumers.

Special Occasions Bring Sweet Sales

Nielsen examines the candy category and increasing holiday sales.

Hispanic Consumers’ Financial Habits

A Nielsen study looked at Hispanic consumers’ payment preferences and monetary habits.

Diversity Best Practices: ETS Corporate Internship Program

Education Testing Service discussed the structure of its corporate internship program.

Hispanic Consumers Are the “Foundation” for Beauty Category Sales Consumer

Beauty may be in the eye of the beholder as the saying goes, but for many, it doesn't hurt to have a little help from the beauty aisle. Still, while 94% of U.S. households buy products from this category, consumers consider many beauty products discretionary expenditures.

Multicultural Marketing and Diversity

This Insight Brief explores best practices in internal organization and strategy for marketing to a diverse population. Learn how brands like Coca-Cola, the NBA, and Honda Civic are reaching multicultural consumers, including the important Millennial target.

Trust Your Power

Duracell’s award-winning campaign showed the power of resilience. It featured a fullback for the Seattle Seahawks who relies on Duracell batteries to power the hearing aids he has used since the age of three.

Niche Opportunities for Market Share Growth Among African-Americans

Seeking opportunities to extend your brand’s reach to African-American consumers? A good place to start is in the pantry and consumer pocketbooks.

Western Union: Social Media Drives Trust in Financial Services

By focusing on the interests and needs of its customers, Western Union was able to drive brand affinity and preference by creating a robust social community that grew from zero to nearly four million members in three years.

Multifaceted Connections: African-American Media Usage Outpaces Across Platforms

African-Americans consume above-average amounts of content, across a wide variety of media platforms, including radio, print, TV, and mobile.

Thanksgiving Food Fusion: How Hispanics Fuse Cultures to Make the Holiday Their Own

This infographic explores how American and Hispanic cuisines combine to form a unique take on the traditional Thanksgiving fare.

The Emerging Ethnicity: US Hispanic Consumer Interactions Across Screens

Extensive research on how young US Hispanics are driving device adoption and new media usage. Contains many helpful infographics.

Multicultural Consumers Will Drive Higher Holiday Sales

A rising number of consumers in the U.S. identify as multicultural and multicultural consumers will push shopping carts to sales growth this season.

Marketing in a Multicultural Nation

Coca-Cola shared seven key learnings on marketing to multicultural Millennials.

NBA Inspires and Connects with the Total Market

The NBA described its total market approach and offered five tips for executing total market successfully.

NBA Inspires and Connects with the Total Market

In this video, the NBA described its total market approach and offered five tips for executing total market successfully.

Toyota’s Total Market Model

In this video, Toyota shared the process of bringing all of its agency partners together to create a total market approach to advertising.

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