Organizations that embrace diversity and inclusion in their hiring, operations, and marketing practices stand out to customers and partners.
Marketers create messages that resonate with a wide range of people so that every individual feels accepted. This practice strengthens your organization's connection with your audience and highlights your commitment to inclusivity. To embrace diversity in marketing strategies, organizations need to listen to and learn from the communities they aim to serve, said the founder of Testlify, a vendor of talent assessment software. said Abhisheksha, CEO and CEO.
Real diversity marketing isn't about following trends, it's about making real connections.
— Nathan Jacobs, Senior Researcher, The Money Mongers
“It's not just expressions; it's about real engagement and understanding,” Shah said. “By integrating these insights into your marketing strategy, you can create more meaningful and impactful campaigns that not only drive business success, but also contribute to a more inclusive society.”
Let's look at six examples of how real organizations are implementing diversity marketing campaigns.
1. Master of money making
The Money Mongers, a California-based research firm specializing in cryptocurrencies, blockchain, Web 3.0, and decentralization, addresses the lack of talent representing the industry in terms of gender, race, and ethnicity We have launched a marketing campaign to Nathan Jacobs, a senior researcher at the company, said they wanted to connect more deeply with a broader audience. Through collaborations with creators from underrepresented groups, the company created a storytelling campaign that highlights the stories of these communities.
“Real diversity marketing is about making real connections, not following trends,” says Jacobs. “We take a personalized approach and avoid one-size-fits-all campaigns. We not only feature diverse faces, but also tell stories that resonate and are overlooked. We listen, learn, and craft messages to speak to our communities, not just our community.”
Money Mongers used a multichannel approach across social media, their website, and partners to share their story. We also held internal workshops to inform employees about the campaign's mission and its progress. Campaign results include increased customer engagement, positive feedback from our representative community, and increased brand awareness from our audience.
2. Casino Code
CasinosCodes, a UK-based e-commerce business that helps you find special offer codes at online casinos, has launched a marketing campaign to celebrate events and holidays that have caught the attention of its customer base. The campaign included personalized marketing messages, special promotions, and featured products tied to various cultural celebrations.
For example, the company has personalized ad timing and product offerings for customers during Ramadan, said Amelia Thompson, the company's digital marketing manager.
This campaign resulted in a noticeable increase in customer engagement, especially from the target group. Additionally, the company saw a 15% increase in social media engagement rates and a 10% increase in sales for products featured in these promotions.
The campaign combined targeted social media advertising, content marketing, and personalized emails. The company also worked with various influencers to expand the reach and credibility of its message.
Marketers need to do more than visuals with faces of different races and ages, Thompson said. If organizations want to connect with their customers, they need to truly understand their customers' different backgrounds, cultures, experiences, and lifestyles.
“We invest heavily in market research, customer feedback and sentiment analysis, and we comb through data to understand our customers,” says Thompson. “This helps avoid unintentional bias and cultural insensitivity in messaging.”
3. Breeze
Breezit is a Los Angeles-based company that connects people with wedding and event planning vendors.The company has launched a marketing campaign targeting groups that have never used event planning services before. The company used digital marketing to reach its target audience and promoted its services with short videos showcasing satisfied customers.
To attract its target audience, Breezit offered the opportunity to plan events and weddings at a lower cost than its competitors, and tailored its campaigns to people in the urban areas.We also conducted market research to understand the nuances of different cultures and communities and how they use the company's services. The company focused on researching the ethnic and social groups that had been most excluded from services in the past and engaging them in the campaign.
“We found that more than 60% of businesses and just under 30% of couples who have access to event and wedding planning services do not use them due to the stigma of expensive and useless services,” says Lhasa Urbonate. says Mr. , Chief Marketing Officer at Breezit.
Breezit's campaign reached a wider audience and generated significant increases in web traffic and new customers. The new customer relationships the company has acquired are more loyal than the previous ones, Urboneite said.
4. Stallion Express
Stallion Express, a Canadian e-commerce shipping company, provides international, domestic and cross-border shipping services to small businesses and individual online sellers.ofMarketing director Diana Zheng said the company launched the marketing campaign to represent the diverse cultural experiences of its customers. This campaign was born out of a desire to better understand and meet the needs of our customers.
“One of the best practices we have adopted is a multicultural influencer approach,” says Zheng. “We have worked with influencers from different cultures and backgrounds to ensure our brand resonates with a wide range of people.”
The campaign helped Stallion Express grow its customer base, with internal research showing a 20% increase in customer satisfaction scores. Additionally, the company added more diverse voices to his marketing team, and as a result, he said, Zheng said the effectiveness of his campaigns increased by 15%.
5.LLYC
LLYC is a Madrid-based global corporate affairs and marketing consulting firm that helps organizations improve their public relations and communications strategies. To better understand and connect with customers, LLYC added generative AI (GenAI) to its marketing strategy.
Federico Isani, partner and marketing director for LLYC's U.S. division, said the rise of GenAI and advanced data analytics allows companies to glean insights into consumer behavior across different groups.
The company's internal research shows that consumers are more likely to prefer brands that resonate with their personal experiences. Therefore, LLYC decided to provide users with a personalized experience using his GenAI chatbot, which is tailored to specific audiences.
”Campaigns need to showcase diverse faces, but it's equally important that there is diversity behind the scenes,” Isuani said.
The company created Rainbot, a social media bot that identifies hateful messages targeting the LGBTQ+ community. The bot generates poems in response to negative messages, countering hateful rhetoric with love and acceptance. The Rainbot campaign received media attention from his 12 countries and became LLYC's most effective project.
6.Aprova Co., Ltd.
Applova Inc. is a technology vendor that provides self-ordering kiosks, online storefronts, and mobile ordering systems for the food service industry. The company serves customers from a variety of backgrounds, so they wanted their marketing efforts to reflect that diversity.
“Diversity marketing is not just a policy for us; it is a practice woven into the fabric of our strategy and actions,” said Harry Wilson, head of marketing for the company. “We ensure that our marketing materials reflect the diverse audiences we serve.…Doing so resonates with a broader audience and ensures that everyone is seen and valued. We aim to make people feel that way.”
In addition to a comprehensive picture, effective marketing campaigns require organizations to engage with diverse communities in meaningful ways and understand their perspectives. Wilson said this includes talking to people in these communities, listening to their feedback, and incorporating their insights into marketing strategies.
Wilson said the company offers diversity training to educate marketing teams about the cultural nuances of their audiences. This practice helps prevent stereotypes and cultural appropriation from being incorporated into marketing materials.
Applova also partners with creators and influencers from diverse backgrounds to bring authentic voices to its campaigns. The company is committed to community initiatives and supports causes that are important to our viewers. This allows the company to build trust and position itself as a brand that considers the broader interests and well-being of its customers.
“By adopting these practices, organizations can not only improve brand reputation and customer loyalty, but also leverage the rich insights and creativity that diverse perspectives bring to drive innovation and growth.” Wilson said.
David Weldon is a business and technology writer in the Boston area who covers topics related to data management, information security, healthcare technology, education technology, and workforce management.
