America is known as a melting pot of numerous peoples whose backgrounds and cultures spread worldwide. It is what makes this country beautiful and great, how we can live together despite our differences. As a company in this country, your marketing campaigns shouldn’t just target one group of people because you will end up missing out on a much larger audience. So enters multicultural marketing. 

According to Forbes, “Brands should be doing targeted outreach to multicultural audiences as these audiences have $5.6 trillion of spending power, and are the largest growth area in the U.S.” Multicultural marketing is creating marketing campaigns that reach different groups of people of varying ethnicities and cultures. Your audience is much larger than if you were to focus on just one group of people, and recognizing other minority groups can make your brand more relatable. 

Examples of Multicultural Marketing Campaigns

Now that we’ve gone over the basics of what multicultural marketing means, how about we look over some examples? If you’re anything like me, some visuals will help you understand, yeah?

Target x Future Collective

• We all know and love Target. Walking around with an iced coffee and leaving with much more than you planned, is a universal experience. One of my favorite brands Target hosts is their Future Collective. They launched it just a couple of years ago and it is the perfect example of a multicultural campaign that works.
• The Future Collective collection rotates to feature new pieces from various designers, style and cultural influencers with diverse points of view. The first partner to debut with Future Collective was Kahlana Barfield Brown, she is a Howard Alumni and former InStyle Beauty Director. Now she is a style expert. Her collection featured a Black Beyond Measure campaign which had over 120 pieces in inclusive sizing going up to a 4X. 
• This partnership is an example of Target’s REACH Commitment where they support and partner with black entrepreneurs, creators, and designers. Target’s multicultural campaigns succeed because they promote inclusivity, diversity, and a strong respect for other people’s cultures. 

Shea Moisture x Coco Jones

• Shea Moisture is a very well-known hair care brand amongst those with naturally curly or coily hair. I for one have been using their products for a decade now! So when I found out that they were partnering with Coco Jones to release its first-ever deodorant range, I was intrigued. This new line of deodorant hosts six antiperspirants and two whole-body deodorants ( yes, whole-body babe). Which have all been approved by a black dermatologist. 
• Shea Moisture is once again succeeding with this multicultural marketing campaign as they target black, brown, and Hispanic people. People who have been for far too long left out of many major beauty campaigns. Take a look below at some reviews from those who tried it. And let us know in the comments if you would be interested in using a full-body deodorant!

https://www.tiktok.com/embed/v2/7333402640744975662?lang=en-US&referrer=https%3A%2F%2Fdorsainvilcreative.com%2Fpost%2Fwhat-is-multicultural-marketing%2F&embedFrom=oembed

https://www.tiktok.com/embed/v2/7336231505355722014?lang=en-US&referrer=https%3A%2F%2Fdorsainvilcreative.com%2Fpost%2Fwhat-is-multicultural-marketing%2F&embedFrom=oembed

Publix x Haitian Heritage Month

Last year during Haitian Heritage Month, Publix highlighted a prevalent Haitian voice in Miami, Chef Jouvens Jean. He is the owner of various Haitian restaurants, winner of the shows “Chef Wanted” and “Cutthroat Kitchen” on the Food Network, and then brought on one more time to battle Bobby Flay! It meant a lot to me and many in the Haitian community to have our culture and our foods on display with such a major retailer. Although I have always been a Publix girly, they definitely had a bit more of my appreciation that day.

Google x La Lucien for Black History Month

Black History Month is a monumental month to highlight the achievement of Black people across the United States. Google’s Doodle did just that. Create by Haitian-American artist Lyne Lucien, showcasing a display of disability advocate Mama Cax. Her activism started off on the modeling stage where she inspired many women to own their beauty regardless of what hinders them. Through her resilience, she’s gained recognition across the arts and fashion industry. A career highlight of her first campaign with Rihanna’s esteemed Savage x Fenty show or her time modeling for the the Obamas for their annual show hosted at the White House. Leaving behind such a beautiful legacy, seeing her memory honored by Google continues to inspire the Black and Caribbean community.

Anna Eskamani x Caribbean Health Summit

Anna Eskamani sits on the House of Representatives representing those of us in Orange County. As the Co-Chair of the Annual Caribbean Health Summit, she made it her mission to connect to the multicultural marketing and wellness campaign that has reached the Haitian community of Orlando for over 20 years. With cultural marketing in mind, she worked with us to transcreate her mission to easily provide translated information about the summits free health screenings, such as blood pressure, cholesterol, eye and dental exams, and mental health assessments, whether guests were uninsured or underinsured. This is a great example of a cultural marketing campaign that succeeded in reaching the different cultural groups across the Caribbean in Orlando and provided them with many life-changing resources.

Is Multicultural Marketing right for you?

Multicultural Marketing should be something to look into if you haven’t already. We live in a digital world now and everyone can be your consumer if you don’t ignore the opportunity. I recommend welcoming diversity so that you can enter into new markets and grow your business in ways you never have before. 

Look into bringing on a diverse staff to help you position yourself to new groups successfully, and remember to do your research and be respectful.