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Multicultural

Multicultural marketing can be defined as brand communications that are aimed at a specific cultural audience, or aim to appeal to all cultural audiences. The need to do this is particularly acute in markets with large minority communities, and in the US multicultural marketing has become a distinct discipline. Successful strategies often include both culturally targeted and culturally inclusive approaches; marketers must find the optimal balance between the two.

Key Reading

Important papers from across the Warc database

This article presents the challenges of marketing to a multicultural nation. It suggests that the US is trending towards a truly diverse society and there is great value for brands in appealing to a diverse range of people.
Best practice for marketing effectively in today's US, where roughly 40% of the population is non-white.
Ranking brands based on their ability to build meaningful connections across ethnic segments.
Nielsen research on the African-American, Asian-American and Hispanic communities.
The importance of reflecting modern values when using 'family' as the target audience.

Case Study

This case study shows how Coca-Cola, the carbonated drinks brand, achieved massive earned media support in the Middle East by tackling prejudice with an online video-led campaign.

Case Study

This case study explores how Plan.Net, a creative agency, launched a national campaign to help refugees arriving in Germany to learn German.

Case Study

This case study explains how UAE telecoms operator, du, stood out from the advertising clutter of Ramadan, by urging the audience to fast from technology from dawn to sunset, via a series of six online realty TV-style videos, featuring a young Emirati.

Case Study

This case study shows how an online video-led campaign from Coca-Cola in the Middle East sent a message against prejudice during Ramadan, and achieved massive earned media support.

Case Study

This case study presents the integrated campaign devised by Mozilla, a for-profit company owned by a non-profit organization, to launch its own smartphone in the growing African communications market.

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.
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Article

This event report outlines how Airbnb, the accommodation platform, has embraced diversity as part of its advertising strategy.

Article

This event report outlines the viewing preferences of various multicultural audience demographics in the United States, based on research undertaken by Viacom.

Article

This article, based on research from Ogilvy Noor, outlines why young Muslim women are an overlooked opportunity for marketers and how brands can market to a segment that values faith and modernity.

Article

This event report outlines how Barbie, the iconic doll brand owned by Mattel, has transformed its product range and marketing strategy to reflect its diverse audience around the world.

Article

This report investigates the nuances of the halal beauty category in Asia, which is home to more than 60% of the global Muslim population, and offers insight into the psychology of the path to purchase for Muslim women.

Article

This report examines how brands are segmenting offerings on the basis of ethnic and cultural needs, and asks what are the challenges, and do regional players with an understanding of local market dynamics have an advantage over multinationals.
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  1. Article

    This article, based on research from Ogilvy Noor, outlines why young Muslim women are an overlooked opportunity for marketers and how brands can market to a segment that values faith and modernity.

  2. Article

    This event report presents guidance from Heineken, the brewing group, about using shopper marketing to engage multicultural audiences.

  3. Article

    This event report outlines how Barbie, the iconic doll brand owned by Mattel, has transformed its product range and marketing strategy to reflect its diverse audience around the world.

  4. Article

    This article describes best practice for marketing effectively in today's multicultural United States, where roughly 40% of the population is non-white, constituting a big demographic shift; at their core, marketer's problems arise from siloing by profile.

  5. Article

    This report examines how brands are segmenting offerings on the basis of ethnic and cultural needs, and asks what are the challenges, and do regional players with an understanding of local market dynamics have an advantage over multinationals.

  6. Article

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

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