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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.
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.
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.
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.
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.
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.
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.
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 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.
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.
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.
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.
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.
A number of prominent brands were honored at the 12th Annual ANA Multicultural Excellence Awards. Learn how Heineken, XOOM, and Ford successfully connected with multicultural audiences.