Procter & Gamble, the FMCG giant, is pushing multicultural marketing right through from insights to measurement in order to make sure it is truly engaging with a diverse set of consumers.

Marc Pritchard, P&G’s chief brand officer, discussed this subject at the Association of National Advertisers’ (ANA) 2018 Multicultural Marketing & Diversity Conference.

And consumer insights, he reported, play a key role in helping marketers at the owner of Tide, Pampers and Gillette connect with different cohorts – from Latino and Asian American shoppers to members of the LGBTQ community.

“What we try to do is say, ‘Go and understand insights in the different groups.’ Insights create great ideas, which then create a much greater ability to be able to reach people,” he said. (For more, read WARC’s in-depth report: How P&G is building its multicultural marketing muscle.)

P&G, revealed Pritchard, has also “gone through a number of attempts to put percentages on” its multicultural communications. In doing so, it reaffirmed a long-standing page in the marketing playbook: start with the consumer and work backwards.

“What we’re trying to do,” he said, “is to make sure everybody understands who is their consumer; who are the consumers that they’re serving; and then ensure that they are reaching at least 90% of every cultural group.”

In tracking these efforts, Pritchard favors hard business metrics. “The best way to measure that is to measure to our market shares. And that really gets people’s attention, because then you know whether you’re really doing it,” he said.

Seventeen of the Cincinnati-based enterprise’s top 20 brands, P&G’s marketing chief stated, take the first or second spot with black, Latino and Asian consumers. “But we’re not happy with the fact that it’s only 17 out of 20,” Pritchard said.

“We’re also not happy with the gap. There’s a gap between what the shares are among those groups and the national share. That’s worth half a billion dollars. That starts getting people excited about the case for [this] opportunity.”

Alongside a commitment to in-house diversity, P&G is focused on encouraging its agencies and production partners to proactively fuel progress in this endeavour, too.

“We’re constantly reinforcing these messages; we’re going out to the agencies; we’re working with partners to make sure,” Pritchard said.

Sourced from WARC