5个品牌的关键要点金博宝188备用网址

2020年是一年强调了广告和影响者营销领域的社会正义,公平和变革的重要性。金博宝188备用网址我们的生活方式不仅发生了变化,而且消费者的心态也发生了变化。消费者要求品牌反对社会不公正现象,因为他们有能力引起重大变化。最近,“新常态”一词已成为现代词汇的主食。但是,这也是品牌营销人员必须为未来采用的座右铭,因为营销格局需要不断适应。多样化,公平和包容性的策略正在接受他们真正应得的重要性和认可。以下是品牌的示例,这些品牌对希望实施自己的DEI计划的品牌营销人员的关键要点也是如此。

Nordstrom是逐步采取进步的DEI呼吁的品牌的一个主要例子。2020年,Nordstrom,Inc。首席品牌兼总裁Pete Nordstrom宣布了该品牌five-year plan to promote racial equality。诺德斯特罗姆(Nordstrom)的五年计划中包括黑人和拉丁裔拥有产品的销量显着增长。为了支持他们促进种族平等的计划,诺德斯特罗姆(Nordstrom)发起了自己的DEI影响者营销活动,以促进对Nordstrom提供的众多黑色拥有产品的认识。金博宝188备用网址

Another example of a brand that demonstrated its authentic commitment to the fight for equity was the Frito-Lay-owned brand, Doritos. In the midst of national protests for social justice in 2020, Doritos launched their#mplifyBlackVoicescampaign. The campaign sought to highlight black artists across the country with a $1 million dollar contribution. In 2021, Doritos continued to “show up” as they circled back with a new campaign labeled黑色。这次,Doritos将其捐款提高到500万美元。不仅如此,该品牌还通过利用Doritos平台来支持创新的黑人微型影响者。该品牌致力于为黑人创作者提供平台的持续承诺表明,他们采用了包容性作为核心价值。


5个品牌的关键要点,这些品牌获得了多样性,公平和包容性影响者营销策略的权利:金博宝188备用网址


关键要点1:影响社区的市场行动和承诺 - 不是崇高的陈述

为了团结起见或安抚公众,品牌必须避免发表崇高的团结陈述。消费者希望看到品牌的内在原因是他们认为品牌可以帮助倡导影响力的变化。此外,消费者重视真实性。通过以明显的代表和包容性来支持社会正义运动,遵循DEI的陈述,品牌将建立另一层真实性和信任。Nordstrom和Doritos是正在倾听和满足消费者需求的品牌的出色例子。

品牌必须学会重新定义“通用市场”。美国的多元化比现在有十分之四的美国人在怀特以外的种族或民族群体中所预测的要快。在种族身份以外的年轻群体中,这一点进一步扩大了,六代成人中有1个识别为LGBTQIA+。这对营销人员意味着什么?非多样性的“通用市场”目标的过时概念迅速被量身定制的品牌策略所取代,这些策略考虑了从适应的西班牙裔美国人到第一代亚裔美国人的各种群体的独特消费者思维方式。

Brands that do not incorporate diversity within their influencer marketing mix are losing out on invaluable opportunities amongst underrepresented communities to show themselves reflected in media.61%的人从“像我这样的人”中找到信息以可信。A Magnetic North study in 2019发现白人影响者获得了61%的赞助机会。这表明与2015年的73%相比有了显着减少。这些统计数据突出了范式向影响者营销领域内的各种代表性转变。金博宝188备用网址

品牌的影响者营销策略中的多元化代表性不仅是支持代表性不足的群体的有效方法,而且还是达到Z世代的绝佳方式金博宝188备用网址。营销潜水引用了坎塔尔进行的一项2020年研究发现87%的创Zers遵循至少阿ne influencer whose race or ethnicity is different from theirs.

Verizon的一个品牌的一个例子是Verizon。在2021年父亲节,Verizon希望到达迈阿密境内的西班牙裔社区。Verizon并没有重新利用用于通用市场的内容,而是通过专门的本地化策略来接触目标市场。Verizon意识到一个事实迈阿密人口统计的66.07%是西班牙语者。In accordance, the brand activated a group of Miami-based Spanish-speaking creators to promote awareness of the brand’s special offer.


关键要点2:利用符合日益多样化受众的独特需求的自定义策略

The key to reaching specific ethnic groups is understanding cultural differences. Instead of repurposing general content, brands will need to strategically engage with the target audience by identifying their language, dialect, interests, location, and the factors which make them unique. By including local experts in collaborative planning, brands can gain a significant leg up on the competition. As seen with Verizon, they took factors into account such as location as well as, activating creators who speak the same dialect and language.

多样性超越了肤色和性别认同。食物,家庭,文化,故事,语言和更多因素有助于多样性。结果,简单地施放种族多样化的创作者群体不会使品牌醒来和包容性。品牌的一般最佳实践是对整体内容,人才清单和创意简介进行内部审核。该审核可以通过提供少数民族社区以外的人可能不知道的见解来帮助品牌创建代表不同群体的内容。

An example of a brand that expertly showed representation within its content was Walmart. The global retailer wanted to reach the Hispanic and Black communities in particular for the holiday season in 2020 and identified the importance of food and family to their cultures. Walmart activated a group of diverse niche influencers that are cooking and family-oriented. The creators placed the spotlight on their families for the holidays, while definitely showcasing their creations in the kitchen using Walmart ingredients. With a majority of their following likely doing the shopping for their households, this placed Walmart in the forefront of many grocery shoppers for the holiday season.


关键要点#3:DEI计划超出了创建者的选择过程

沃尔玛能够完美地识别其目标受众,价值观和文化美食。为了复制沃尔玛的成功,品牌可以考虑对其内容进行内部审核,以帮助制定创作过程和了解目标市场。有许多组成部分会导致多样性,包括食物,家庭,文化,故事和语言。品牌需要确保代表内容中的文化多样性,而不仅仅是在创建者选择过程中。

品牌不仅有能力在平等和种族的代表中引起实质性变化,而且还影响了性别刻板印象。社会和媒体的刻画可以加强或打破性别规范。根据消费者调查“当它运行打破刻板印象的广告时,有36%的受访者更喜欢品牌,而25%的受访者表示,他们更有可能从该品牌购买。”

Nordstrom continues to be a DEI thought leader as they work to help break down gender stereotypes. Using their strong brand presence; Nordstrom’s BP line for young adults partnered with WILDFANG, a women’s apparel brand known for breaking gender norms in fashion and society. WILDFANG CEO and co-founder, Emma Mcilroy stated “we believe that the fashion industry has clung to outdated gender norms for far too long… We are challenging the idea that women have to dress a certain way, act a certain way, or have a certain type of job.”通过与Nordstrom的合作,两者希望打破性别刻板印象。为了促进他们的伙伴关系,诺德斯特罗姆(Nordstrom)发起了一项Tiktok影响者营销活动,涵盖了六个不同的创作金博宝188备用网址者和12个帖子。

@courtlex_破坏标签,例如...查看此BP。+ Wildfang Collection,仅可用@nordstrom!#ad #nordstrom #wildfang #foryoupage #FYP ♬ original sound - Court&Lex


Key Takeaway #4: Break Down Stereotypes

By making concerted efforts to improve the diversity of their workforce, management, product lines, and now the breaking down of gender stereotypes, Nordstrom has positioned itself as a thought leader in the DEI space on all fronts. Brand marketers can use a similar approach to position themselves as a forward-thinking brand.

So you’ve combed through the first four key takeaways and are ready to begin implementing or further reinforcing your brand’s DEI influencer marketing strategy, but when should you start? While there’s never a wrong time to do what’s right, consider timely moments to join the conversation. There are events all throughout the year from Pride Month to Asian Heritage Month and everything in between. These are great moments to chime in and show your brand’s support to DEI. By embedding DEI initiatives into your brand’s DNA and continuing to support diversity initiatives year-round, consumers will buy into your brand’s authenticity.

耐克的一个示例是耐克。他们是全年平等的拥护者,但肯定会竭尽全力将其粉碎,就像他们最近的“骄傲月”竞选活动中所看到的那样。为了纪念2021年骄傲月,全球品牌与美容和时尚创作者布雷特曼·洛克(Bretman Rock)合作,参加了#Betrue活动。该品牌选择绕过这项活动的货币呼吁。耐克没有创建以骄傲为主题的服装或以骄傲为主题的会员代码。取而代之的是,耐克(Nike)在他们的追随者中建立了消费者信任,因为他们竭尽全力围绕着团结而不是即时的货币满足。通过使用Captiv8的综合见解,我们发现Nike的Instagram帐户平均每天在6月1日至6月6日之间产生20.81k的交战。6月7日,即布雷特曼·洛克(Bretman Rock)的Instagram帖子的发布日期,耐克(Nike)的订婚量达到了183.84k,总订婚日期,增长率约为783%!

Another example of a brand that found a timely moment to join the DEI conversation was Verizon. In honor of National Coming Out Day; Verizon partnered with Shangela, a popular LGBTQ+ rights advocate and famous Drag Queen, to foster a dialogue around National Coming Out Day and members of Pflag. Similar to Nike, Verizon chose to bypass monetary calls to action with this campaign, and instead use their platform to harbor difficult conversations.一项调查发现that the average age for coming out was 20.6 years of age. Through the use of Captiv8’s insights, we found that 27.74% of Shangela’s 2.54M total followers across all social media platforms were between the ages of 18 and 24. This highlights Verizon’s decision to partner with a creator that would reach its intended target audience.


关键要点#5:考虑及时的时刻和活动以加入多样性对话

求品牌寻找最合适的时间in implementing DEI efforts in their influencer marketing strategy should look no further than any holiday celebrating diversity. With plenty of options to choose from throughout the year, your brand will never wait too long to join the conversation, but you can also plan accordingly. Although Nike is a well-known champion of diversity year-round, their innate ability to develop timely inclusive campaigns helped elevate their brand strength.


Final Thoughts

Along with the world, the influencer marketing space is rapidly evolving. In order to create campaigns that resonate with consumers, brand marketers must ensure that the general population feels included and represented.

There is an abundance of resources to assist brands in their DEI initiatives.端到端影响者营销平台金博宝188备用网址188滚球地址可以帮助创建者选择过程,创作过程和广告系列启动。

The right influencers, concepts, and content will go a long way in the impact and reception your campaigns will ultimately receive. Assembling a team of diverse creatives is a great first step towards achieving this goal.

作为少数族裔企业,多样性,公平和包容性在我们的DNA中。作为我们致力于将我们的价值转变为现实世界影响的承诺的一部分,我们影响变更赠款aims to provide real value to BIPOC-owned small businesses through complimentary access to our platform, consulting, and other services. To apply for our grant and download other DEI resources from Captiv8, check out our website.

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Andrew

安德鲁(Andrew)是全球最大的影响者营销平台Captiv8的内容营销人员,品牌可以通过社交聆听,计划,管理和执行广告活金博宝188备用网址动来揭示可行的见解。Captiv8是经认可的Tiktok,Instagram,Twitter和Facebook合作伙伴,可帮助营销人员使用中央和易于使用的平台构建更智能的影响者计划。

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