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Case Study

Be The Match, a non-profit organisation, launched the It's on You awareness campaign working with PadillaCRT PR, to promote bone-marrow donation during African-American Bone Marrow Awareness Month in the US.

Case Study

The Groveland Four Clemency Coalition (GFCC), a group of citizens bringing justice to wrongly accused victims, gained justice for The Groveland Four, four young African-American men wrongly accused of rape, by creating a communications and advocacy program during a high-profile election year.

Case Study

Toyota, an automotive brand, introduced its RAV4 SUV vehicle to African Americans by creating horror movie tropes to show that they are welcome in the outdoors.

Case Study

Procter & Gamble's My Black is Beautiful brand targeted black audiences in the US using TV, radio, social and search, to connect with them in a more meaningful way.

Case Study

Pantene, a hair care brand, launched an earned-led media campaign in the US to promote its product to, and engage with, consumers of African ancestry.

Case Study

HBO Multicultural marketing, a premium cable and satellite television network, launched The HeLa Project in the US to build excitement for the HBO film, The Immortal Life of Henrietta Lacks.

Case Study

This case study explains how Hennessy, the cognac brand, connected with young African-American and Hispanic men by focussing on their ambition and drive, using a multi-year campaign in the US.

Case Study

Dove, a personal care brand, launched the Dove Love Your Curls campaign in the US to emotionally connect with multicultural women and help spark a conversation around beauty and self-esteem.

Case Study

In July, CNN debuted an unprecedented four hours of original primetime programming to report on what it means to be “Black in America.” The marketing objective was to build awareness of the documentary to drive record-breaking ratings for the premiere across all consumer groups, with particular emphasis on the African-American audience.

Case Study

The “Infiniti in black” campaign was the first African-American marketing effort by Infiniti. The campaign married five African-American visionary artists with Infiniti vehicles.

Case Study

Struggling to gain market share in the African-American segment, Verizon Wireless took a completely new approach to connect with this community, launching a gospel choir competition, “How Sweet the Sound.” The competition culminated in an electrifying concert at the FedEx Forum arena in Memphis in October 2007.

Case Study

Tyson Foods’ mission is to proudly power the world with their chicken, beef, and pork products. Tyson’s “Powered By” campaign leverages cultural cues, humor, and love of family, to demonstrate that Tyson’s multi-protein products provide the energy to power busy families through busy days.

Research Paper

Disney wanted to improve its cultural relevancy to African American guests visiting and staying at its various resorts.

Case Study

Toyota was planning to launch its first crossover vehicle, the Venza, is what was becoming an increasingly crowded category.

Case Study

A 2007-8 launch campaign for the redesigned Toyota Camry (midsize passenger car), directed especially to Afro-Americans.

Case Study

Almost 50% of the Millennial Generation - the sole recruitment demographic for the U.S. Navy - is multicultural.

Case Study

This case study describes how Dark and Lovely, a hair care brand strongly associated with hair straightening, changed its image to gain credibility in the African-American natural hair market.

Case Study

For many years, Tide had enjoyed market leadership, but by 2003, competitors had reduced the brand to just one of many.

Case Study

KFC created a TV campaign to reverse declining sales in Inner City/Urban stores. This campaign executed KFC's core brand idea, 'celebrate authentic taste' in a way that formed a connection with African American consumers.

Case Study

This US case study shows how Sprite, the soft drink, connected with the African-American teen market and achieved high active social engagement.

Case Study

Leading up to opening night, ticket sales for the play Cuttin' Up - based around an African-American barbershop - were well below projections.

Case Study

Allstate Auto Insurance wanted to remain a top brand and grow, but faced the problems that the market is an established undifferentiated category with low involvement and interest from the customer, as well as being a product which they find confusing.

Case Study

Uncle Ben's Inc., now a division of Mars Inc., began its corporate life in 1946 as Converted Rice, Inc., selling rice to the Canadian market.

Case Study

Aunt Jemima, the cheerful black cook on the pancake box, became one of the most recognizable icons in American advertising.

Case Study

In 1998 the North Carolina Division of Tourism, Film and Sports Development, previously known as the North Carolina Division of Travel and Tourism, continued an advertising campaign ("Heritage") undertaken in 1997 by Loeffler Ketchum Mountjoy (LKM) of Charlotte.