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3 TAKE AWAYS ABOUT DEVELOPING A

MULTICULTURALCAMPAIGN

THE WHY

MY 80/20 RULE

THE STORY“THE MASK MAN”

Multicultural growth, especially among the youth has become the largest racial/ethnic minority group in the United States. In 2016, 40% of Americans age six and older identified as connected to a cultural background, up from 19% in 2006.

THE WHY

IN A FLAT MARKET

WE AREMILLIONS

AND WE AREALL DIFFERENT

THE WHY

White 200 Hispanic 53 Black 41 Asian 16 Multiracial 6

2015 Population In Millions

45% Projected Growth In the next 10 years

Source: US Census 2015 Update

1990 2000 2010 2015

Buying Power In BILLIONS

2x The Growth of Non-Minorities

Source: Selig Center for Economic Growth, Terry College of Business

THE WHY

THE 80/20 RULE

THE 80/20 RULEdata modeling

MR 304.5

THE 80/20 RULE

46% of diverse users likely to take a mobile action based on recommendations from friends or family

campaign geo-selection and deployment

➥

Creative that appeals to race, background is key to engagement - According to Hispanics, blacks and Asian-Americans.

When asked for three brands doing a good job reaching them, most said they couldn’t name even one.

One big reason was that respondents felt their ethnic groups were poorly represented in messaging. Some 78% of blacks, 74% of Hispanics and 72% of Asians surveyed agreed that diversity in ads is the best reflection of the real world. And nearly as many in each group said ads should show more of that diversity.

40% of the US is Considered Monitories

THE 80/20 RULEtrans(Creative)

THE STORY

THE STORY

THE STORY

THE STORY

THE STORY

THE STORY

THE STORY

“Aaron el Varon” A strong persona with a positive, friendly attitude toward his fans. In the ring, el luchadore Aaron’s mask and costume adopted a heroic, “good guy” look in Aaron’s colors.

Will develop a relationship that connects, educates and communicates the Aaron’s advantage. Aaron could be both a real person and an animated/illustrated character to handle a wide range of mass communication and POS duties

TOP 10 NEED TO KNOW

1. Latinos use global platforms to find games and content to connect with family and friends.

2. Spanish-speaking consumers greatly appreciate translated, customized content online.

3. Latinos aspire to speak English to “make it” and using it in short advertising messages can be effective.

4. Latinos sign up for social networks to participate online in order to connect with family, friends and

people who share the same interests or city-of-origin.

5. Use targeting layers like behavioral, contextual, or language targeting to further segment and

understand your Latino audience online.

Hispanic Audience Marketing

TOP 10 NEED TO KNOWHispanic Audience Marketing

6. Reach Spanish-speaking US Latino via IP-targeted pages on foreign websites through ad networks or

exchanges.

7. Ask the right questions up front. Don’t assume that certain reporting would be provided for the Spanish site

since it was available for the English site.

8. Don’t simply “transliterate” your copy directly into Spanish without thoroughly analyzing how the messaging

and information might need to be refocused based on a different target client.

9. Evaluate the linguistic nuances among the different forms of Spanish relative to vocabulary of your industry and

product lines.

10. Consider emotional and cultural ties to the Spanish language.

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