Multicultural Marketing

Reaching different cultural groups

Multicultural Marketing


Stephen Whiteside, Event Reports, Keller Fay Group Webinar, August 2015

This event report assesses the role of word of mouth (WOM) for Hispanic consumers in the US, based on data from the Keller Fay Group, the market research firm.


Nielsen, June 2015

This report examines the demographics and buying power of the Asian-American segment, focusing on the food & beverage and health & beauty categories.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how US TV channels Hulu and Hulu+ addressed the problem of teenage pregnancies in the Latino demographic in its series East Los High.


Mollie Bauer, Warc Prize for Social Strategy, Entrant, 2015

This case study describes how First 5, a non-profit organisation in California, US, promoted brain-boosting interaction with young children by using carefully selected content and media to reach and inspire less advantaged parents.


Nielsen, May 2015

This article summarises research into the Hispanic market in the US, where the Hispanic population is expected to grow from 17% of the current total population to almost 30% by 2060.


Effie Worldwide, Finalist, North America Effies

This case study explains how Tide, the detergent brand, used its sponsorship of the 2014 FIFA World Cup to engage Hispanics in the US.


Effie Worldwide, Finalist, North America Effies

This case study explains how Honda, the car manufacturer, created a social video to promote its new Civic model to millennial Hispanics in the US.


Manuel Garcia-Garcia, Roberto Ruiz and Esther Franklin, ESOMAR, Latin America, April 2015

This paper shows how Spanish language ads help brands to connect with bilingual young Hispanic consumers, as evidenced by a research study in Latin America and the US.


Geoffrey Precourt, Event Reports, ARF Re:think, March 2015

This event report demonstrates how Wells Fargo, the financial services group, has sought to become a trusted source of advice for lesbian, gay, bisexual and transgender (LGBT) customers.

WARC RECOMMENDS


ARTICLE FOCUS

Hispanic Marketing

An overview from the Advertising Research Foundation


MARKET LEADER

Cultural Innovation

A focus on cultural innovation for the Q1 2012 issue


ARTICLE FOCUS

Effective Multicultural Marketing

Secrets to success in the wake of the 2010 US Census


ARTICLE FOCUS

The Cross-Cultural Report

Ogilvy & Mather analyses campaigns aimed at minorities