Top Multicultural Campaigns in the U.S
Multicultural advertising has taken the United States by storm with more and more companies and brands taking this route. Brands have also realized the importance of targeting more multi-dimensional target audiences. The Hispanic population has come under focus since it’s growing rapidly and possesses tremendous buying power.
This altered demographic calls for adaptable strategies for marketing to these specific groups as they have been projected to have the most potential purchasing power. And just by sheer numbers they are a significant segment. Moreover, more than half of the millennial population is multicultural as well. Multicultural residents inhabit most metro areas as well.
How have some of the leading brands used this to their advantage in their campaigns?
This streaming website is a prime example of a brand that excels in catering to diverse audiences. Netflix has been vigilant in keeping up with the demands of consumer behavior and the changes in demographic trends.
One of its most popular shows has been Narcos; based on the real life story of Pablo Escobar which appeals to the Hispanic community the most. Netflix used its insights to not just target the right audience but also to establish loyalty with them, which goes a long way.
One of Nestlé’s Nescafe campaign involved them building a pop up café in Miami where random pedestrians were asked if they would like to have a cup of coffee with a stranger, who happened to be Ricky Martin, the famous Latino Singer. The encounters had trending hashtag #MomentosNestle which increased sales for Nestle significantly.
The brand used the mass appeal for a representative figure of the Latino community to engage with the target audience. It also used social media as a platform for the point of intervention, which is more popular amongst both Latinos and millennials.
Coke came out with a Hispanic version of their ‘Share a coke’ campaign to celebrate Hispanic Heritage Month with “tattoo can”. It was a clever integration of product design where the “Latino” peeled off the can to show a Hispanic last name underneath. It worked like a tattoo because it could be applied to the skin using the condensation from the can.
Not only was it innovative, it took initiative to celebrate the culture and the pride it takes in the family name. The ability of the brand to connect to its target audience makes it stand out.
At GoDiversity, we encourage businesses to expand their outreach to diverse markets and audiences. We are a Hispanic marketing agency based in New York. To find out more about us, visit our website.
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