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Diversity in Ad Creative: Gender, Age, Race, and Ethnicity Benchmarks
Webinars January 19, 2023In this webinar, learn about trends in the complexion of advertising (gender, age, race, ethnicity), trends in audio (gender of who we hear), and accessibility progress (captioning, video description).
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Excellence in Marketing to the Asian Community
Industry Insights January 9, 2023The 2022 Multicultural Excellence Awards shined a valuable spotlight on some of the excellent marketing being devoted to Asians, Asian Americans, and Pacific Islanders (AAPI). Below are some summaries of that trophy-hoisting work, with the full case studies accessible through the embedded hyperlinks.
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Excellence in Marketing to the Hispanic Community
Industry Insights January 9, 2023The 2022 Multicultural Excellence Awards celebrated some of the excellent marketing being devoted to the Hispanic community. Below are some summaries of those blue-ribbon efforts, with the full case studies accessible through the embedded hyperlinks.
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McDonald's Creates a Hall of Zodiacs in the Metaverse to Engage the AAPI Community
Multicultural Excellence Awards December 28, 2022McDonald’s created a state-of-the-art VR experience in the metaverse to engage the Asian-American Pacific Islander (AAPI) community during the Lunar New Year.
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DoorDash Launches “Antojo,” Its First-Ever Hispanic Marketing Campaign
Multicultural Excellence Awards December 27, 2022DoorDash incorporated the “antojo” superstition into its first-ever bilingual marketing campaign to capture preference and loyalty from the Hispanic audience.
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DishLATINO Imagines a Meeting of Two Legendary Latino Entertainers
Multicultural Excellence Awards December 26, 2022DishLATINO created a video imagining a meeting between two legendary Latino entertainers to demonstrate the contributions of Latinos in television.
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How Degree Drove Inclusivity for the Differently-Abled People Across the Fitness Industry
Multicultural Excellence Awards December 26, 2022Degree created its Trainers for Hire program, a database of differently-abled trainers, to foster inclusivity and representation for disabled people across the fitness space.
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HHS Promotes COVID-19 Vaccination Among Native Hawaiians and Pacific Islanders
Multicultural Excellence Awards December 23, 2022The U.S. Department of Health and Human Services' “We Can Do This” campaign aimed to increase uptake of COVID-19 vaccines and boosters, with a focus on reaching Native Hawaiians and Pacific Islanders through trusted messengers and partnerships, creative development, paid advertising, PR/media relations, and events.
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P&G Elevates Emerging Black Directors
Multicultural Excellence Awards December 23, 20228:46 Films is a platform created to showcase up-and-coming Black filmmakers and to honor the legacy of George Floyd and reclaim the last eight minutes and 46 seconds of his life with stories of joy and love told by Black storytellers and filmmakers.
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Corona Broadcasts Soccer in Native Mexican Languages
Multicultural Excellence Awards December 23, 2022Thanks to beer brand Corona, Mexico´s soccer matches were, for the first time, narrated over the radio by natives in their own languages.
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Toyota Celebrates Paralympic Triumph
Multicultural Excellence Awards December 22, 2022Toyota celebrated the story of Paralympian Brian McKeever and his brother, Robin, whose love and assistance helped make Brian’s athletic achievements possible despite his visual impairment.
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Sedano’s Honors Hispanic Customers with a Taste of Home
Multicultural Excellence Awards December 22, 2022To celebrate its 60th anniversary and pay homage to the Hispanic customers who have made the brand’s success possible, Sedano’s produced a special edition of its Neustra Sazón magazine, complete with food and drink recipes meant to honor Hispanic heritage.
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Marketing to Indigenous Peoples/Native Americans
Ask the Expert Answers December 20, 2022How can brands market to Indigenous and Native American Consumers?
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More Inclusive Marketing Makes the World a Better Place
Industry Insights December 20, 2022I recently toured the University of Georgia campus with my son and noted a display in the library about the historic integration of the school in 1961 when a judge ordered the immediate admission of two Black students, Hamilton Holmes and Charlayne Hunter. I looked at the black and white photos of these brave young adults and wondered, how did they feel? History tells us they were met with taunts and crowds throwing bottles and bricks. It must have been terrifying.
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The Black Elevation Map
Multicultural Excellence Awards December 20, 2022Black & Abroad created a Black Elevation Map to pinpoint where Black-owned businesses and cultural institutions are most likely to be present, absent, and in what abundance.
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Pantene Hosts a Quniceañera for 44-Year-Old Trans Woman and Her Family
Multicultural Excellence Awards December 19, 2022To recognize the International Day of Trans Remembrance, P&G’s Pantene hosted a quniceañera for 44-year-old transgender women, allowing her to finally “come out” as a woman in the Mexican tradition and surrounded by her family and friends.
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Google Shows How the Pixel Can Overcome the Discrimination Faced by Hispanics
Multicultural Excellence Awards December 19, 2022Google’s "Para Todo lo que Eres” campaign sought to more deeply engage bilingual Hispanics, who were less aware of the Google Pixel smartphone than other demographics, by showing them how some of the new features of the Pixel 6 could help them overcome language barriers and skin color-related discrimination.
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How Ford Positioned Its SUV as the Perfect Vehicle for Post-COVID Reunions
Multicultural Excellence Awards December 18, 2022In an effort to engage South Asians in the Toronto area, Ford Canada launched a campaign that positioned its Escape SUV as the perfect vehicle to help reunite families who were coming together to celebrate Diwali after a long, pandemic-induced layoff.
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Burger King Used Authentic Photography to Promote Its New All-Natural Menu
Multicultural Excellence Awards December 18, 2022With its “Non Artificial Mexico” campaign, Burger King seized on the popular perception that Mexican advertising is inauthentic and used it to promote its brand new, all-natural restaurant menu.
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Winning Over Hispanic Audiences Requires Long-term Planning
ANA Magazine December 16, 2022Despite increasing purchasing power in the past several years, Latin American communities tend to get the most attention from marketers only during Hispanic Heritage Month (September 15–October 15), with too many companies focused on the short-term. To cultivate relationships and build brand loyalty long-term, markers must uncover deeper consumer insights about American citizens whose ancestors came from Spain, Mexico, the Caribbean, and Central and South America.
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