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Search returned: 60 document(s).

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Little Caesars

Little Caesars used geographic targeting and customized creative to reach on-the-go consumers about to make mealtime decisions.

Chevrolet Helps Awaken the Dream of a King

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 Engages African-American Boomers Using Social Media

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.

African-Americans Seek Authenticity in Ads

A study last fall by Essence magazine and Added Value demonstrates that African-American women think marketers are misrepresenting them.

City Year Reaches Millennials Through Social Media

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.

How Hollywood Connects with Multicultural Audiences

In this video, a panel of studio marketing executives shared recent advertising insights and experiences used to connect with their respective multicultural audiences.

How Hollywood Connects with 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.

Total Market from Idea to Execution

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.

The American Heart Association and the Multicultural Community

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.

McDonald’s Leads with Ethnic Insights

Marlena Peleo-Lazar, chief creative officer at McDonald’s Corporation, shared how it has continued to be a leader in multicultural advertising by using culturally relevant insights to inform its marketing plans.

African-Americans and the Influence of Social Media

David Ho, a social media consultant and former Trendr analyst, hosted a discussion exploring the ways leading marketers have utilized social media to drive brand purchase and consideration.

African-Americans and the Influence of Social Media

In this video, David Ho, a social media consultant and former Trendr analyst, hosted a discussion exploring the ways leading marketers have utilized social media to drive brand purchase and consideration.

Multicultural Marketing

Take a deep dive into the debate between cross-cultural and multicultural marketing in this ANA Insight Brief. Learn the secrets to more effective multicultural marketing from leaders such as AT&T, Heineken, and L’Oreal.

Got Purpose? Understand How to Profit with Purpose with Multicultural Audiences

Crystal Harrell, external relations manager at Procter & Gamble, and Teneshia Jackson Warner, CEO of Egami Consulting Group, discussed how Procter & Gamble is leveraging purpose-driven marketing to reach multicultural audiences.

Higher WOM Rates Among Minorities in the U.S.

Minority groups are more likely to have conversations about brands and use technology tools to facilitate those conversations than the general public, according to The Keller Fay Group.

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.

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.

The Color of Change

As multicultural consumers continue to reshape the marketing landscape, how can brands harness the power of direct mail to reach them? A panel of marketers discusses the multicultural market.

Mobile and the Multicultural Customer

James Briggs, chief executive officer of Briabe Mobile, Inc., shared key insights from Briabe Mobile’s research into the mobile multicultural consumer, along with a compelling case study on how multicultural consumers use mobile devices.

Marketing to African-American Consumers: Finding New Revenue Streams

This ANA Insight Brief contains guidelines for marketing to African-American consumers, as well as research from BET, Google, Nielsen, and Yahoo! Relevant case studies from ANA member companies American Family Insurance and McDonald’s are also shared.

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