RockOrange的动态

AdAge’s “Why Multicultural Marketing Is Obsolete” underscores a pivotal shift: as minority populations become the majority, the lines between “multicultural” and “general market” marketing are blurring. But, we believe this evolution is making cultural expertise more essential than ever. ? Today’s consumers demand authenticity, respect, and emotional resonance. TelevisaUnivision’s expertise in Hispanic audiences helps brands navigate this shift, addressing alarming gaps like the 76% of 12-34-year-old U.S. Latinos who feel brands treat them as an afterthought. ? Embed Cultural Nuance in a Unified Market: Unified strategies must still celebrate cultural roots, as was seen in our partnership with Sprite for Hip-Hop’s 50th anniversary, blending Latino and Hip-Hop culture. The campaign achieved 8.1M impressions, and 93% positive sentiment, proving the power of authentic, culturally resonant storytelling. ? Drive Purpose-Driven Marketing with Precision: Move beyond generic purpose-driven messaging and create meaningful impact, as demonstrated in our partnership with Toyota’s Unstoppable Passion campaign. By highlighting Ismael Guzman’s inspiring story of empowering East Austin’s youth through soccer, we connected Toyota’s Tundra to meaningful community impact, delivering over 7.7M impressions and over 85% positive sentiment on social. ? Navigate a Majority-Minority Future: Leverage the tools, insights, and cultural expertise from TelevisaUnivision that your brand needs to lead in an increasingly diverse and integrated world. With U.S. Latino GDP at $3.2T, and the Latino population projected to reach 81M by 2040, brands must learn how to authentically connect with this growing powerhouse.

Thanks MARKETING-INTERACTIVE for reporting the case. A very carefully chosen cast to best represent the spirit and values of the brand is part of the communication strategy.

Ready to Grow? Here’s Why Inclusive Marketing is the Game-Changer ? Consumers today want brands that don’t just acknowledge them but truly seek to understand their stories. Brands that put the lived experiences of diverse communities FIRST aren’t just doing good; they’re driving growth. ? But here’s the reality: Many brands still don't know how to reach diverse audiences effectively. They try to be inclusive but end up missing the mark by not fully engaging communities they intend to serve. The result? Missed opportunities, harmful campaigns, lack of trust, and campaigns that fail to deliver impact. Here are three reasons inclusive marketing is the strongest strategy you can have: ? Trust & Loyalty: 70% of consumers feel more connected to brands that make them feel understood. True inclusivity builds trust and brand loyalty that competitors can’t replicate. ? Market Expansion: Inclusivity opens doors. Studies show that brands embracing diversity drive up to 19% higher revenue by connecting with overlooked audiences and emerging markets. ? Higher ROI: Campaigns with authentic, diverse representation outperform traditional marketing by up to 25%. It’s not just about feeling good; it’s about seeing real, measurable impact. At Le Code Switch, our approach is simple: start by truly listening. We help brands create safe, meaningful spaces by bringing together the communities they intend to reach—or have previously overlooked—to share their perspectives openly, shaping marketing and communication that resonate deeply and drive real impact. ?? Book a FREE strategy call with our team and discover how we can help you create campaigns that don’t speak TO your audience but WITH them. https://lnkd.in/g2VicNn5 #InclusiveMarketing #LivedExperiences #DiversityDrivesGrowth #LeCodeSwitch #RealImpact #marketing #communications #DEI

What does being an eager observer means? ??♀? As an eager observer, I've honed the art of immersing myself in diverse perspectives, cultures, and experiences. From exploring vibrant fashion scenes at New York Fashion Week x Arise Fashion Week with The Folklore Group to delving into the intersection of technology, community, and innovative design, my inquisitive nature fuels a deep appreciation for the nuances that shape compelling brand narratives. ???? With a Bachelor's degree in Professional Writing from York University and a diverse range of experiences, I bring a unique blend of creativity, strategic thinking, and technical expertise to the world of brand strategy and public relations. My coursework in corporate communications, ethics in writing and research , digital cultures, Writing, Creating, and Thinking with/through Code: The Rhetorics of Programming and advocacy production has equipped me with the theoretical foundation to craft resonant narratives tailored to target audiences. ?? But it's not just about academics – my professional journey has been shaped by pivotal moments that have allowed me to actively engage with and amplify brands. As a Brand Strategist and PR Manager, I've brought a unique vision and style to enhance brand identities, from orchestrating strategic partnerships that increased Instagram followers to coordinating high-impact campaigns that secured features in prestigious publications like British Vogue. ?? When I'm not immersed in the world of branding, you can find me indulging in my love for exploring new cuisines and cultures. As a former Student Refugee Representative for the World University Service of Canada at York University, I've had the opportunity to embrace diverse perspectives and gain a deep appreciation for the richness of different communities. ?? Are you ready to captivate audiences and elevate your brand's narrative? Let's embark on a transformative journey together. Reach out to me, and let's discuss how we can craft a gripping story that resonates with your target audience and drives engagement like never before. Connect with me on LinkedIn or via email at [email protected] to unlock the full potential of your brand. #BrandingExpert #PRSpecialist #DigitalMarketing #uniquebrand #mystory

More Than Just a Trend: The Importance of Authentic Indigenous Representation Our latest blog explores how Native American culture can shape modern marketing strategies. Learn how embracing cultural authenticity builds deeper connections with diverse audiences. Native American culture is rooted in values like community, respect, and storytelling, all essential in multicultural marketing. Brands that integrate these elements into their campaigns resonate more deeply with consumers, creating lasting connections. This blog explores the impact of Native American culture on modern marketing strategies and how businesses can build more inclusive campaigns. Read the full blog here: https://buff.ly/3YwZCh4 #NativeAmericanHeritage #InclusiveMarketing #CulturalInfluence

Inclusive advertising leads to 3.5% higher short-term sales and 16.3% higher long-term sales. The business case for inclusive advertising is now irrefutable with recent empirical evidence in industry first “inclusion = income” report released by the Unstereotype Alliance and Sa?d Business School, University of Oxford, in partnership with Kantar. Learn more about the report and how you can use Kantar’s Brand Inclusion Index to maximise your returns with inclusion by reading our most recent thought leadership piece. See the article here: https://loom.ly/bhHKvmg

More Than Just a Trend: The Importance of Authentic Indigenous Representation Our latest blog explores how Native American culture can shape modern marketing strategies. Learn how embracing cultural authenticity builds deeper connections with diverse audiences. Native American culture is rooted in values like community, respect, and storytelling, all essential in multicultural marketing. Brands that integrate these elements into their campaigns resonate more deeply with consumers, creating lasting connections. This blog explores the impact of Native American culture on modern marketing strategies and how businesses can build more inclusive campaigns. Read the full blog here: https://buff.ly/3YwZCh4 #NativeAmericanHeritage #InclusiveMarketing #CulturalInfluence

In light of this week’s CB nonsense, it’s important not to let the gatekeepers get you down. Diverse creative teams make much more original, authentic and interesting work that connects with audiences — for more on this I’m plugging my very timely piece in this week’s Growth Agenda, looking at new research that proves inclusive advertising is good for business: “The Oxford University study detailed in the?Inclusivity Equals Income?report by the Unstereotype Alliance tracked the impact of inclusive advertising across 392 brands in 58 countries. It looked at profitability, sales and equity metrics across a huge range of consumer categories – from chocolate to beauty, pet care to healthcare, alcohol to household products. ”Through all phases of consideration, trial and loyalty, researchers found that brands whose advertising included genuine and authentic portrayals of real people consistently performed better across the board. They also found that being inclusive significantly impacted a brand’s perceived value, translating to 54 per cent higher pricing power. That’s how much people appreciate seeing themselves authentically represented by brands they’re going to spend their money with.” BUT you can’t create authentically inclusive work when there is zero diversity behind the scenes. To wit: “We analysed the credits of 50 campaigns promoted to advertising industry trade publication AdNews in June and July for gender representation across key creative roles. Women made up only 12 per cent of agency creative leadership roles (such as chief creative officer or creative director), 22 per cent of directors and 25 per cent of stills photographers.” Brands need to push their agencies on diversity and inclusivity because it’s the right thing to do AND because it’s good for business (or just call us and we’ll show you how we put lived experience at the heart of everything we do ??). Read more here ?>

One of the biggest mistakes we see global brands make? Trying to connect with every market using the same tactics. A one-size-fits-all approach might sound efficient, but it often misses the mark with diverse audiences. The secret? Localized messaging is key to keeping your brand authentic and impactful. ??? It’s all about understanding those little nuances — cultural differences, regional challenges, and unique preferences. That’s where local guidance can really make a difference. ONWRD helps brands connect meaningfully with different destinations and cultures, ensuring your message hits home every time. This article from Forbes explains exactly why that matters. #LocalizationStrategy #BrandCommunicationStrategy

Often in corporate culture, we tend to veer towards control, and convenience. But blindly doing that with creative communications can be massively harmful to the brand. A positioning that can be anything is convenient for a brand team, in the short term, since it would lend itself well to everything they're doing. But that grows no moss, and gives little direction to the next people. Similarly, it's easy to pepper the ad with the elements you want, so that you're sure the audience sees them, but every ad is a relationship between symbols and meaning. If you overload the symbols, the ad won't have any meaning. A strategy needs sacrifice. A creative needs possibility. And therefore how an agency handles divergence and convergence in its ranks makes all the difference in the world.