Tips to Elevate Your Multicultural Campaigns

As market demographics become more diverse, it is necessary for brands to have a keen focus on multicultural marketing.

However, success in this area is often hard to come by. Crafting a compelling campaign is no easy task. By following these five examples,

your chances for success will be much higher. Read on:

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TELL A STORY THAT HASN’T BEEN TOLD BEFORE

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source: Kleenex

And it doesn’t need to be complicated. Kleenex found this out with its “Unlikely Best Friends” campaign, which showed that the simple act of giving someone a tissue can be meaningful. With commericals featuring

disabled dogs and special needs children, the campaign went on to become the brand’s most-viewed ever.

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MAKE IT PERSONAL

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source: Toyota

When Toyota wanted to create a campaign for the Hispanic audience, the automaker focused on the idea that Hispanics hold on to their cars longer

than other ethnic groups, and see them as more than just a means of transportation. By tapping into these insights, the campaign hit home with the Hispanic community, resulting in 18 million social media impressions.

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CELEBRATE THEIR HISTORY

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source: Union Bank

Multicultural communities feel pride in their history. Union Bank capitalized on this fact with a Black History Month campaign that tied

the future to the past through the eyes of three young African American entrepreneurs who were making history of their own. The campaign

facilitated a deeper relationship with the African American community.

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CELEBRATE THEIR FUTURE

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source: Tylenol

With their “#HowWeFamily” campaign, Tylenol strove to make a connection with American families and the total market. To do this,

the brand highlighted the 21st-century family. Touching upon stay-at-home dads, single parents, and LGBT parents, the campaign showed that family is not defined by who its members love, but how they love.

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BE AUTHENTIC

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source: Wells Fargo

If you have a long history of working with a particular demographic, highlight that fact. Wells Fargo did this to showcase its progressive

policies regarding the LGBTQ community. The campaign heightened the bank’s connection with the LGBTQ community, driving brand

consideration and preference.

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Want more on these award-winning multicultural campaigns? Check out these case studies:

Unlikely Best Friends

Mas Que Un Auto (More Than a Car)

Black History Month: Connecting the Past to the Present

Learning Sign Language

#HowWeFamily

Sources

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Submit your entry to the 16th annual ANA Multicultural Excellence Awards by July 1 to save $100 on your entry fee.

Winners will be announced at the 2016 ANA Multicultural Marketing & Diversity Conference, October 9–11, in Los Angeles, Calif.

Find categories and submit your best work at ana.net/16multiawards.

TIME IS RUNNING OUT

Final deadline for submissions is July 8.