Reaching LGBT Audiences: Insights from Johnson & Johnson and Allstate Insurance
Geoffrey Precourt Warc
Depending on whom you listen to, Lesbian/Gay/Bisexual/Transgender (LGBT) consumers are 68% (Johnson & Johnson) or 71% (Kraft) more likely to buy products that are advertised directly to them.
At the 14th-annual Association of National Advertisers (ANA) Multicultural and Diversity Conference in Miami Beach, J&J and Allstate were onstage as featured brands in a 'Creating Meaningful Connections with the LGBT Community' session.
Johnson & Johnson backs 'Care with Pride'
Scott Creighton, Global VP/marketing excellence at J&J, revealed that LGBT-focused J&J advertising increased the probability...