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  • Excellence in Marketing to the Asian Community

     Industry Insights   January 9, 2023  

    The 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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  • McDonald's Creates a Hall of Zodiacs in the Metaverse to Engage the AAPI Community

     Multicultural Excellence Awards   December 28, 2022  

    McDonald’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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  • HHS Promotes COVID-19 Vaccination Among Native Hawaiians and Pacific Islanders

     Multicultural Excellence Awards   December 23, 2022  

    The 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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  • How Ford Positioned Its SUV as the Perfect Vehicle for Post-COVID Reunions

     Multicultural Excellence Awards   December 18, 2022  

    In 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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  • Marketing to Asian Americans

     Ask the Expert Answers   December 15, 2022  

    How can my brand authentically connect with the AAPI community?

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  • The Emotional Side of Inclusion

     Industry Insights   December 13, 2022  

    I only started to embrace the emotional side of inclusion after the pandemic started. Intellectually, I understood what this word meant. I’ve written about the topic in multiple large scale studies that were published by the ANA Educational Foundation: The Diversity Disconnect: Charting Future Pathways to Inclusive Growth and My Voice Matters: Linking Inclusion to Business Growth.

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  • The Saweetie Meal

     Multicultural Excellence Awards   December 11, 2022  

    To 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.

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  • Procter & Gamble Gives Voice and Name to Asians

     Multicultural Excellence Awards   December 10, 2022  

    Procter & 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.

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  • Leveling Up with Asian American Pacific Islander (AAPI) Gamers: How McDonald's Engages Gaming Fans Online — And Off

     Conference Sessions   November 6, 2022  

    In 2021, McDonald’s kicked off a first-of-its-kind gaming strategy aimed at connecting with Asian Gen Z. Learn how the QSR leader blended cultural expertise with marketing innovation to engage this digital-first audience like never before.

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  • Cultural Moments: Defining a New Era for the Lexus Brand

     Conference Sessions   July 20, 2022  

    In this video, Lexus’ Lisa McQueen and GP Generate’s HL Gan shared how the Lexus brand is focusing on the Asian consumer, working to understand the challenges of marketing to this complex demographic, and developing creative solutions to connect with this increasingly important audience.

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  • Cultural Moments: Defining a New Era for the Lexus Brand

     Event Recaps   July 20, 2022  

    Lexus’ Lisa McQueen and GP Generate’s HL Gan shared how the Lexus brand is focusing on the Asian consumer, working to understand the challenges of marketing to this complex demographic, and developing creative solutions to connect with this increasingly important audience.

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  • Welcome to Our World: Netflix Highlights Asian Diversity

     Multicultural Excellence Awards   December 30, 2021  

    To combat Asian stereotypes and a surge in COVID-19-fueled Asian hate, Netflix created a video leveraging Asian celebrities and illustrating the diverse nature of the Asian American and Pacific Islander community.

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  • How California Gave Smokers a Platform to Inspire People to Quit

     Multicultural Excellence Awards   December 30, 2021  

    With the pandemic and the anti-Asian racism that accompanied it causing California smokers of Asian descent to cope by smoking even more, the California Tobacco Control Program launched a campaign that featured a multilingual helpline and creative featuring smokers telling their own stories in hopes of inspiring others to quit.

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  • McDonald’s Lets Fans Place BTS’ Favorite Order

     Multicultural Excellence Awards   December 30, 2021  

    McDonald’s appealed to multicultural youth by allowing them to place the same food order as the beloved K-pop band BTS.

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  • OnePlus Diwali Balcony Campaign

     Smarties Awards   December 28, 2021  

    OnePlus leveraged AR technology to help people send positive affirmations to their friends and families and celebrate Diwali during the pandemic.

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  • Pepsi x Rap Viet — The Hip Hop Launch

     Smarties Awards   December 28, 2021  

    Pepsi leveraged Rap Viet, a Vietnamese talent-seeking rap competition, to generate awareness of its zero-calorie beverage among generation Z consumers.

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  • AAPI Marketing Leadership: An “Industry ERG”

     Conference Sessions   November 3, 2021  

    The onset of the pandemic resulted in much hate being channeled toward the AAPI community. Learn how a group of more than 20 AAPI marketers including Sephora, Verizon, Reckitt, Charles Schwab, and Google came together to develop a response to Stop Asian Hate.

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  • AAPI Marketing Leadership: An “Industry ERG”

     Conference Sessions   October 26, 2021  

    The onset of the pandemic resulted in much hate being channeled toward the AAPI community. In this video, learn how a group of more than 20 AAPI marketers including Sephora, Verizon, Reckitt, Charles Schwab, and Google came together to develop a response to Stop Asian Hate.

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  • Diverse Storytelling of Asian Narratives Wins at the Box Office and What We Can Learn As Marketers

     Conference Highlights   October 25, 2021  

    The diversity marketing lesson learned from Hollywood is to invest in consistently engaging niche audiences.

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  • Diverse Storytelling of Asian Narratives Wins at the Box Office and What We Can Learn As Marketers

     Conference Sessions   October 25, 2021  

    In this video, a leading studio in the entertainment industry talked about how authentic narratives and storytelling play a critical role in bringing accurate AAPI portrayal to the big screen and what that means for brand partners and their consumers.

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