Committees | Events & Webinars | Multicultural Marketing & Diversity | ANA

Multicultural Marketing & Diversity

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2016 ANA MULTICULTURAL EXCELLENCE AWARD WINNERS

NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)


I. DURACELL POWERS COMMUNICATION (10:00-11:00AM)
Up to 80% of people suffering from hearing loss actively avoid treatment, leading to frustration, confusion and isolation for them and their loved ones. Human interaction is one of the most valuable resources we take for granted and Duracell knew they could help. The challenge was making the rational benefit of better hearing aid batteries matter emotionally. In this session, Ramon Velutini, Director of Marketing – Duracell, will share insights and lessons learned in creating this successful campaign that led to winning the Grand Prize for the People with Disabilities category as well as the Best in Show award.

Speaker:
Ramon Velutini, Director of Marketing – Duracell


II. THIS FREE LIFE: CONNECTING WITH THE LGBT AUDIENCE (11:15AM-12:15PM)
About 2 million young adults in the U.S. identify as lesbian, gay, bisexual and transgender, or LGBT. Facing a unique set of experiences and struggles, this population is more than twice as likely to use tobacco as their non-LGBT counterparts. Knowing tobacco use claims tens of thousands of LGBT lives each year, "This Free Life," the FDA's first-ever tobacco prevention campaign designed to reach young adults who identify as LGBT and are occasional smokers, was developed. In this session, Ashley Smith, Campaign Manager for This Free Life – FDA Center for Tobacco Products, will share insights and lessons learned in creating this successful campaign that led to winning the Grand Prize for the LGBT category.

Speaker:
Ashley Smith, Campaign Manager for This Free Life – FDA Center for Tobacco Products


LUNCH (12:15-1:00PM)


III. HAVING FUN WITH RETARGETING (1:00-2:00PM)
Every day shoppers are utilizing the internet for shopping and product searches. The resulting clutter in the automotive segment has made it hard for brands to connect with potential buyers and drive them to their sites. In order to capture attention Toyota produced a targeted digital campaign that highlighted the Tacoma's cargo capacities to the Hispanic market. The objective was to show to the consumer the versatility of the Tacoma, and for them to envision themselves experiencing it along with their particular interests. Toyota encouraged Hispanics to bring home something they want in the truck they love. In this session, Mia Phillips, National Manager Multicultural & Brand Strategy – Toyota Motor Sales, U.S.A., will explain how Toyota was able to create a fun and successful retargeting campaign that reached Hispanics in a genuine and fresh way, which ultimately led them to winning the Grand Prize in the Digital, Social, Mobile category.

Speaker:
Mia Phillips, National Manager Multicultural & Brand Strategy – Toyota Motor Sales, U.S.A, Inc.


IV. MEMBER ROUNDTABLE DISCUSSION: RECAP OF THE 2016 MULTICULTURAL MARKETING AND DIVERSITY CONFERENCE (2:00-2:30PM)
In this session, we will recap the presentations and learnings from the 2016 Multicultural Marketing and Diversity conference as well as gather topic ideas for the 2017 conference. Also, Multicultural Marketing & Diversity Committee members will be asked to participate in an open discussion on a variety of topics affecting multicultural marketers. This is a great opportunity to learn from your peers at other companies.

Facilitator:
Crystal Albanese, Senior Manager, Conferences & Committees – ANA

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