Any effort whose success was dependent on effectively connecting with a specific cultural or lifestyle group, e.g. African-American, Asian, Hispanic, LGBT, People with Disabilities, etc.
The campaign objective was to drive brand awareness, preference and sales for Allstate auto insurance among African-Americans. Using three targeted executions, the campaign leveraged key insights that made the brand messaging relevant and compelling. The campaign scored exceptionally high on advertising awareness and relevance scores and drove sales.
Client: Allstate Insurance Company
Agency: Carol H. Williams Advertising
El cerdo es bueno (Pork is Good)
The National Pork Board discovered that Hispanic consumers had a genuine love of pork but limited their consumption because of deeply engrained fears and misperceptions about pork's safety and healthfulness. This campaign set out to replace the myths with truths and increase pork expenditures. With a culturally relevant, integrated program, the campaign succeeded in increasing pork's acceptability and purchase frequency among Hispanic consumers throughout the U.S.
Brand: US Quality Pork
Client: The National Pork Board
Agency: The San Jose Group
Lo Autentico Se Reconoce
Finally, An Authentic Mexican Beer Tecate, a top beer brand in Mexico, immigrated to the US and quickly found an audience with 1st Generation Mexicans. However, greater growth was possible by expanding its target to a new generation of drinkers: 2nd and 3rd Generation Mexican Americans. The new target viewed Tecate as an outdated beer that their father's drank. To change perceptions, the "Lo Autentico Se Reconoce" campaign leveraged the expanding target's existing brand heritage and focused on the key insight that the target works hard for things and do not identify fake people. The campaign, in which, authentically prevailed, resulted in exceeding depletion goals and revamped the brand image with excellent above norm scores.
Client: Anheurser-Busch InBev