There is a tendency to approach multicultural marketing by trying to identify the differences between cultural groups rather than the similarities. It’s why some multi-cultural advertising can feel apart from the brand rather than unique to it. RPA sees things differently; we believe people are fundamentally more similar than they are different. The uniqueness of a multicultural audience is still critical to understand, it’s how they fit into and create the whole that is most important.
At RPA we have an evolved approach to multicultural marketing that’s inclusive. It’s a way of engaging communities with unique cultural, regional and linguistic characteristics in a way that normalizes them rather than treating them as niche and separate.
We call this approach Mosaic, because we believe you have to thoroughly understand each unique culture to get the overall picture.
It is driven by a few guiding principles:
It starts with putting People First
Whatever market we’re working within, we start with people–and with discovering relevant and sometimes surprising insights about their lives. Keeping People First helps us form a series of connections that deepen relationships between brands and customers.
There is no “general market”
The world isn’t made of mutually exclusive markets or demographic segments. It’s made of people–and people have overlapping and complex identities. That’s why RPA takes a holistic approach. We see the consumer marketplace as being made up of individual subsets, each bringing their own unique cultures and perspectives to comprise the whole. Concepts like audience, identity, and community, are fluid and overlapping.
Customized Creative where it makes sense
This does not mean, one size fits all. On the contrary, it means creating executions that feature different cultural groups in a genuine way, speak their language when it makes sense, live in media meaningful to their culture, reflect society as it is now, and above all normalize cultural groups as opposed to treating them as niche.
Media Planning from the Mosaic
Our approach to multicultural is more than just a belief system–we use our robust set of tools built atop these principles to help our clients allocate their media dollars in the most effective way possible. Using proprietary platforms and analytics instruments, we incorporate factors such as population size and growth trends, language stratification, media usage patterns and English/In-Language media duplication across channels to determine the ideal media budget allocation.
The best marketers make the best multicultural marketers
Understanding how to drive top-line business results is what makes a successful marketer. Understanding the needs of specific communities is, and has always been, an integral component of helping our clients achieve their goals. Our work for brands from Honda to ARCO and Dole speaks to this principle.
To learn more about how we’ve helped clients develop holistic multicultural marketing programs and how RPA can change your approach, let’s talk.