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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.
Seeking opportunities to extend your brand’s reach to African-American consumers? A good place to start is in the pantry and consumer pocketbooks.
African-Americans consume above-average amounts of content, across a wide variety of media platforms, including radio, print, TV, and mobile.
Coca-Cola shared seven key learnings on marketing to multicultural Millennials.
The NBA described its total market approach and offered five tips for executing total market successfully.
In this video, the NBA described its total market approach and offered five tips for executing total market successfully.
Walmart shared how, through a collaborative total market approach to advertising, it was able to increase business in the general market while simultaneously engaging multicultural consumers on an emotional level.
Insights from game developers who created an interactive experience for multicultural consumers.
Honda used insights, social media, and TV spots to reach African-American Millennials.
Lexus created a branded television program to reach affluent African-American consumers.
Little Caesars used geographic targeting and customized creative to reach on-the-go consumers about to make mealtime decisions.
Chevrolet shared how TV, print, and digital amplified awareness of a campaign, while experiential and social created a conversation about how to apply the lessons of Dr. Martin Luther King to modern-day life.
AARP shared how it engaged African-American Baby Boomers on Facebook by creating an online community where users could discuss their culture, history, celebrities, and other relevant topics.
The natural hair movement among African-American women is the fastest growing segment in ethnic hair care. Dark and Lovely had to assure women of its authenticity – persuading her that the brand entered into this new territory because we care about her needs, not because we’re following the trend.
A study last fall by Essence magazine and Added Value demonstrates that African-American women think marketers are misrepresenting them.
Gillian Smith, chief marketing officer at City Year, shared key lessons learned, and insights on how its message resonated with Millennials and drove significant increases in awareness among the influential group through social media.
In this video, a panel of studio marketing executives shared recent advertising insights and experiences used to connect with their respective multicultural audiences.
John Gibson, special assistant to the chairman and CEO for diversity at the Motion Picture Association of America, Fabian Castro, vice president of multicultural marketing at Universal Pictures, and Rick Ramirez, SVP of targeted marketing at Warner Bros. Studios, shared recent advertising insights and experiences used to connect with their respective multicultural audiences.
ANA multicultural marketing and diversity committee chair Gilbert Dávila moderated a discussion featuring client-side marketers from Coca-Cola, Walmart, and General Mills about the key elements to success with a total market strategy.
Gerald E. Johnson II, chief diversity officer and senior vice president, engagement marketing at the American Heart Association, discussed how the brand raised awareness and educated the African-American and Hispanic communities about heart disease through various multicultural initiatives and advertising campaigns.