Case Studies
-
Vaseline’s See My Skin Campaign Was a Success
Multicultural and Inclusive Marketing Awards December 16, 2022As the brand that exists to give everybody healthy skin, Vaseline approached the lack of diversity in dermatological imagery not just as a user experience problem, but as an equity issue. The brand set out to raise awareness of the racially biased systems that impact algorithmic search, provide proper representation and access to equal care, and most of all, help Black and Hispanic people be seen.
view -
AltaMed Promotes Elder Care to a Resistant Hispanic Community
Multicultural and Inclusive Marketing Awards December 11, 2022A documentary campaign approach raised awareness of and enrollment in AltaMed's Program of All Inclusive Care for the Elderly (PACE), a managed care health plan providing comprehensive senior medical and social services. Real-life experiences of diverse participants were depicted to supplement in-person visits (and world-of-mouth) as the main drivers for program enrollment.
view -
Champion’s Movement for Inclusion and Inspiration
Multicultural and Inclusive Marketing Awards December 11, 2022Champion has seen a massive brand resurgence in the last half a decade, but over the last two years the brand has faced declining search interest, a loss of followers and waning retailer excitement.
view -
How Corona Is Helping Fight Plastic Pollution
Multicultural and Inclusive Marketing Awards December 11, 2022Corona has been committed to the sea and its preservation since the very beginning, but its awareness and beach cleaning platforms are no longer enough. The state of the oceans is so alarming that the brand decided to take its commitment deep into the ocean.
view -
How Google Made Its Camera More Inclusive
Multicultural and Inclusive Marketing Awards December 11, 2022Historically, camera technology hasn’t accurately represented darker skin tones. Camera and image technology have centered light skin — a bias that's crept into many products, even today. This is why Google set out to design its most inclusive camera, with a strong focus on people with darker skin tones.
view -
Pitching QuickBooks to Hispanic Small Business Owners
Multicultural and Inclusive Marketing Awards December 11, 2022Hispanic small business owners have an “if it’s not broken, don’t fix it” ethos, but QuickBooks wanted to show them that it could help them grow. Using a strong cultural tie to communicate its benefits, the “Adios Cuadernito” campaign was 54 percent more efficient at driving incremental new customers versus the latest QuickBooks campaign with similar spend.
view -
The AARP Virtual Concert Series
Multicultural and Inclusive Marketing Awards December 11, 2022AARP has always been committed to empowering people to choose how they live as they age. Through its virtual concert series, AARP celebrates the scientific connection between music and brain health with diverse audience segments, all while bringing music — and happiness — into their lives.
view -
The BET Awards Takes Over the Iconic Hollywood Sign
Multicultural and Inclusive Marketing Awards December 11, 2022BET promoted its 2022 BET Awards program with a spectacle of projected lights and imagery that capitalized on Los Angeles’ iconic Hollywood sign.
view -
The Saweetie Meal
Multicultural and Inclusive Marketing Awards December 11, 2022To reach a young Asian American audience, McDonald’s introduced the new Saweetie Meal, leveraging the unique appeal of iconic celebrity Saweetie, increasing sales and guest counts, as well as driving digital acquisition.
view -
AARP Highlights Black Leaders During Black History Month
Multicultural and Inclusive Marketing Awards December 10, 2022AARP took a unique and ownable approach to Black History Month by developing a national brand campaign that highlighted Black leaders making history now.
view -
HRC Flies the Reality Flag for LGBTQ+ Americans
Multicultural and Inclusive Marketing Awards December 10, 2022To support the Equality Act for LGBTQ+ Americans, the Human Rights Campaign (HRC) created a Reality Flag, an alternate version of the American flag, and promoted it via a cross-media campaign.
view -
Procter & Gamble Gives Voice and Name to Asians
Multicultural and Inclusive Marketing Awards December 10, 2022Procter & Gamble’s first AAPI campaign, “The Name,” was launched in sync with Asian-American and Pacific Islander Heritage Month (APAHM), emphasizing the importance of AAPI birth names.
view -
The Micropedia of Microaggressions
Multicultural and Inclusive Marketing Awards December 10, 2022Canada’s largest Diversity, Equity, and Inclusion (DEI) organizations joined forces to create The Micropedia of Microaggressions website, an initiative to educate Canadians on the concept of microaggressions.
view -
There Is No Escape Like Home
Multicultural and Inclusive Marketing Awards December 10, 2022A Ford Escape ad campaign promoted the vehicle to South Asian audiences in the Greater Toronto Area during the Diwali season.
view -
Frito-Lay’s “'Twas the Night Before Super Bowl” Leverages a Star-Studded Cast of NFL Legends to Lift Sales
In-House Excellence Awards September 29, 2022Frito-Lay created a star-studded Super Bowl ad featuring legendary NFL greats to drive sales and bring joy to football fans during the pandemic.
view -
How the AHN Orthopaedic Institute’s “Fewer Stitches” Campaign Used Baseball to Drive Awareness of its Services
In-House Excellence Awards September 29, 2022The AHN Orthopaedic Institute leveraged its status as the official medical provider of the Pittsburgh Pirates to promote its minimally invasive services and quell the fears of its target audience.
view -
HP Notebooks. Work Better.
In-House Excellence Awards September 29, 2022HP created a hero film featuring Markus — a change reluctant protagonist that mirrors the unique elements of German business culture, mindset, and values — to show tech decision makers how HP Notebooks enable more flexibility in the new hybrid environment.
view -
Bai Boost Fights Gender Discrimination in Gaming
In-House Excellence Awards September 28, 2022Beverage brand Bai Boost drew attention to the harassment of women in the gaming world and created a bot to intercept negative comments online and turn them into positive ones.
view -
T-Mobile Goes All-Digital to Drive Sales of 5G
In-House Excellence Awards September 28, 2022T-Mobile promoted its new 5G home internet service with an all-digital campaign helmed by its in-house agency.
view -
Molson Coors Brewing Company
In-House Excellence Awards September 27, 2022To celebrate its partnership with Team Penske and the unveiling of The Blue Deuce, the smoothest car in NASCAR, Keystone Light designed the smoothest grill in the world and awarded it to one lucky fan during the biggest grilling weekend of the year.
view