The effort extends beyond creative representation. Another piece that is critical to a successful approach is inclusive media planning and buying, which helps ensure campaigns have inclusive reach.

In Google’s own work on these goals, media and marketing teams have learned a lot. What follow are four helpful tips that any company’s brand marketing can incorporate — each drive inclusivity and representation for all.

1. Reach audiences where they are

As the adage goes, to reach people, marketers need to be where they are. If the commitment is to spend more on media that reaches Black and Latinx audiences in the U.S., then the marketing team must invest in channels that reach these audiences at scale.

For example, YouTube is a starting point to drive reach, as Black and Latinx viewers are highly engaged on the platform. From there, expand multicultural buys to include more businesses and digital communities owned by underrepresented groups. One such publisher is Blavity, a digital media network created by and for Black millennials. Working together, Google and Blavity launched #InTheBlack, a campaign focused on helping Black-owned small businesses in the U.S. persevere during the pandemic. For four weeks last fall, #InTheBlack spotlighted the stories of four resilient small businesses, through influencer-hosted live-stream events that were amplified across Blavity’s platform and social channels.

2. Leverage key moments and passion points

Beyond reach, another approach that helps advertisers better connect with Black and Latinx consumers has been aligning brand campaigns with cultural moments and events that these audiences love. Bespoke media buys that guarantee placement across a variety of platforms have been particularly effective at reaching people around their passion points. Media sponsorships have been too.

Last year, for example, Google Search’s #TheMostSearched campaign celebrated Black History Month. Given that the creative was relevant for Black audiences, it was a natural fit for media moments known to have a large Black viewership, including the NAACP Image Awards hosted on BET, the NBA All-Star Game and the Grammy Awards. Beyond generating positive social buzz, the campaign delivered a 13 percentage-point lift in brand advocacy among adults ages 35 to 49 (Dynata Brand Lift Study, U.S., adults ages 18-49, Jan. 2020–March 2020).

In another example, entertainment and music are highly engaged passion points for Latinx audiences in the U.S. — Hispanic adults have the highest share (69%) of time spent on audio and video (Nielsen, U.S., La Opportunidad Latinx: Cultural Currency and the Consumer Journey, 2019). At Google, a continued investment in the Latin Grammys has successfully driven equity for the Pixel 5 phone among this …read more

Source:: Digiday

Author: Aaron