Over the years many companies have launched MULTICULTURAL CAMPAIGNS targeting Latinx, African-American, and Minority audiences. Our team looked at the most impressive examples of multicultural marketing campaigns to bring you the top ones.
4 Successful Multicultural Marketing Campaigns
1. Amazon: The Show Must Go On
Amazon 2020 Holliday ad is the perfect portrait of what many people all over the globe faced during this pandemic year: the confront of multiple obstacles and the raise of the community that comes together to overcome the challenges.
In a year where social disparities grew stronger than ever, introducing a black performer practicing a dance style, ballet, historically known for being performed often by white dancers, reveals Amazon is aware of community empowerment and the positive social impact that campaigns showing diversity can bring to their consumers.
“When I was growing up in the French countryside, there were no young black girls studying ballet with hair like mine, or even on TV, meaning I had no one to identify myself with. Being on this shoot helped so much with this, enabling me to own who I am, who I want to be, and what I represent. I am so proud to have been part of this project since the message of it means a lot to me and even more so in this very difficult time that the world is going through.”
2. Target: Bring More Meaning to Every Moment
Target’s 2020 holiday Campaign is part of a larger effort of the retailer to reach MULTICULTURAL AUDIENCES. The company launched simultaneous campaigns in English and Spanish aiming for immigrants and minorities.
According to the CENSUS Survey 2019, around 41.76 million people in the U.S. speak Spanish at home. On the other hand, Pew Research Center points that there were nearly 60 million Latinos in the United States in 2017, accounting for approximately 18% of the total U.S. population.
While the English ad campaign features Mary J. Blige’s hit “Real Love,” the Spanish spot features a spin on the song by award-winning Brazilian/Latina artist Anitta.
3. NIKE: You Can’t Stop US
“You can’t stop us” represents what Nike has been teaching the world about DIVERSITY AND MULTICULTURAL AUDIENCES. Their multicultural marketing campaign features different 36 pairing athletes – everyday and elite ones – around the world from diverse backgrounds, male and female. The breathtaking editing work was a powerful tool used to show how all kinds of people are connected, not speaking to one audience in particular but rather showing universality on the screen and message.
Nike recognizes that the USA is a multicultural country, and a successful marketing strategy should be inclusive and culturally diverse. That is why shouldn’t surprise you that the campaign went viral only a few days after being published.
Here is Nike’s mission:
‘ “Our mission is what drives us to do everything possible to expand human potential. We do that by creating groundbreaking sport innovations, by making our products more sustainably, by building a creative and diverse global team and by making a positive impact in communities where we live and work.”
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4. Gillette: The a Best Man Can Be
After over 30 years with the slogan “the best a man can get”, the gigantic of razors, Gillette, updated their advertising campaign for “The best a man can be”.
By dropping off all the sexist language, once considered normal in our society, Gilette shows their awareness to minorities. The campaign addresses problems in our society highlighting daily issues such as sexual harassment, bullying, and toxic masculinity.
According to ncadv.org,
- On average, nearly 20 people per minute are physically abused by an intimate partner in the United States. During one year, this equates to more than 10 million women and men.
- 1 in 4 women and 1 in 9 men experience severe intimate partner physical violence, intimate partner contact sexual violence, and/or intimate partner stalking with impacts such as injury, fearfulness, post-traumatic stress disorder, use of victim services, contraction of sexually transmitted diseases, etc. Read more
As creative marketers, we counsel our clients to step out of their comfort zone, and the Gillette campaign is a clear step forward to more gender equality. Despite, being seen as a pretty controversial campaign among the male audience, who saw the brand blaming all men for the actions of a few, the Gillette Campaign channels the #MeToo movement and undercuts toxic masculinity as a support for all women who have been a victim in the past of sexual violence.
Why are the Multicultural Marketing Campaigns so important?
Having INCLUSIVE MARKETING CAMPAIGNS that target multicultural and minority audiences embrace diversity and can help your business to grow and make an impact on your society.
Furthermore, companies need to understand that the multicultural and minority population want to receive messages that reflect their culture.
It is important to make use of pertinent and valid culturally-specific messaging campaigns. Beware that a consumer’s background influences how they consume content, products, and services and knowing how to address these cultural nuances in our current complex multicultural market is essential to create effective engagement and branding.
A multicultural marketing strategy allows your company to communicate with minority groups in a way they can feel represented and heard, which does not happen in the traditional Total Marketing approach. Being able to implement effectively a diversity marketing strategy is essential to target the multicultural consumer such as African American, Hispanic and Latinxs minority marketing and diversity. African American and Hispanics. To learn more, go to Why you should do multicultural marketing.
Do you want to know more how to implement Multicultural Marketing in your business?
