Multicultural marketing

Multicultural marketing is developing a marketing campaign that helps reach people from different cultures and ethnicities. It enables you to resonate with minority and majority groups and show them the importance of equality and inclusivity.

In this article, we’ll explain why multicultural marketing is essential and unveil how to create this kind of strategy. We’ll also provide you with some examples from well-known brands for inspiration.

Why is multicultural marketing important?

Our world is a melting pot where different ethnicities and cultures meet. Since every country is diverse, marketers should be ready to craft personalized messaging instead of the generic marketing campaigns they used before. When a company targets an audience consisting of people from different backgrounds and cultures, it should implement multicultural marketing. People are more likely to interact with a brand when they see their ethnicity represented. If a business has an excellent multicultural marketing strategy, people from different demographics will support this brand by purchasing its products.

Now some brands include models from different ethnicities in their ads, while others present information to customers in the languages they speak. Multicultural marketing has many benefits both for brands and society. By representing different ethnicities in ads, companies encourage equality and prevent discrimination.

Multicultural marketing allows companies to expand their target audience and resonate with subgroups from different backgrounds. By using ads and language, brands can become closer and more familiar to people from different cultures.

Now that you know why creating multicultural campaigns is crucial, it’s time to find out how to do it. In the next section, we’ll unveil how to create such a strategy for your brand.

How to create a multicultural marketing strategy?

Developing a good multicultural strategy can be challenging because of multiple factors. That’s why we’ve decided to provide you with a short guide on how to do it. Stick to it to develop an excellent strategy that resonates with different ethnic groups.

1. Conduct research. Before jumping into multicultural marketing, you need to conduct profound research. It will help you understand your target audience and figure out its needs. When you know the location, preferences, interests, and problems of different subgroups, it’s much easier to come up with a perfect solution. Moreover, you can even find out when targeting your diverse audience is better.
2. Explore social media. Social media makes it easier to find a multicultural audience and reach these people. However, you need to identify the channels your audience prefers the most. These channels will serve you as one of the mediums to generate leads. For instance, if you have a B2B company, it’s better to use LinkedIn or Facebook. The B2C segment usually prefers Instagram and TikTok to promote products.
3. Engage with focus groups. If you don’t want to research on your own, you can always ask for professionals’ help. Focus groups are used to collect detailed information and in-depth insights. With their help, business owners receive all data they need, even about beliefs and perceptions. It’s all done to reveal true customer attitudes and opinions. This is especially important when creating campaigns for multicultural audiences. It will help you prevent poor responses to your campaign.
4. Select the right communication channel. The next step involves finding the best channel to reach your audience. Depending on age, sex, interests, and preferences, you can identify which mediums your potential clients prefer the most. These channels will help you broadcast your message. Ensure that all the subgroups you want to target use these channels. Consider conducting analysis and using focus groups to find all the necessary information about your audience’s preferred mediums.
5. Collaborate with ethnic opinion leaders. Reaching different ethnic groups at a time might be challenging. However, it’s easier in our digital world, where people use social media networks. By engaging with ethnic influencers, you can successfully reach people from different backgrounds. Opinion leaders’ recommendations will draw attention to your brand’s products. So, consider applying this technique. The best way to start with influencer marketing is to collaborate with ethnic micro-influencers. You don’t need people with million followers to reach your business goals.
6. Analyze the results of the campaign. All campaigns require monitoring and assessment. So does your multicultural marketing campaign. Track your progress and analyze how different ethnic groups react to your campaign. If there are some negative reactions or poor performance, you need to adjust your campaign. Make sure to remove issues that prevent customers from buying from you.

Now that you know how to develop a strategy, it’s time to review some outstanding examples of multicultural campaigns from Target, Coca-Cola, and Proctor and Gamble. These examples will help you create a concept for your brand.

Examples of Multicultural Marketing Campaigns

Many brands successfully incorporate multicultural marketing into their strategy. It allows them to become closer to the audience and familiar to them. We’ll uncover some excellent examples of such campaigns from world-known brands you probably know. Let’s dive in!

Target

Target’s “Bring Home Support” campaign is a great example of multicultural marketing. With the help of the video ad, Target demonstrates its efforts towards inclusivity and diversity. With this campaign, the large retailer shows care to all of its customers, without paying attention to their backgrounds. The campaign was designed to support minority-owned businesses and their efforts. On a higher level, Target tried to provide a more inclusive shopping experience for all clients.

Below you can see Target’s multicultural campaign, “Bring Home Support.”

Coca-Cola

Coca-Cola developed its “America Is Beautiful” campaign in 2014. The ad is an excellent example of a brand’s approach to reaching people from different subgroups. The campaign unveils the cultural and ethnic diversity of the US. It’s designed to show its citizens that America is a melting pot with people from different demographics who speak different languages and bring rich cultures to one country. Although different, they still have no place for discrimination based on language, culture, or skin color.

Check out Coca-Cola’s “America Is Beautiful” campaign below.

Proctor and Gamble

Proctor and Gamble’s team decided to communicate their message about equality through storytelling. In the campaign, people from different backgrounds discuss problems they face in everyday life because of their skin color. They talk about these problems with their families.

By running the campaign, the brand encourages people to perceive everyone as equal. Our world shouldn’t have any space for discrimination. The company talks about bias that must be outside of a diverse country such as the US.

Check out its full campaign below.

Congrats, now you know what multicultural marketing is and why it’s essential. Hope that our tips will help you create an outstanding campaign and bring social change into our diverse society.

Resources:

1. This article unveils the definition of the term and provides some excellent examples of multicultural marketing.
2. In this article, you’ll find how to create a multicultural marketing strategy.

Last Updated: 15.06.2023