Tailoring your creative to specific multicultural audiences will deliver a 100% increase in engagement, says Thang Ngo. Marketers need to see the value in true bespoke multicultural creative to capture the attention of their entire audience.
Almost five million Australians speak a language other than English at home, according to the 2016 Census – up 20% from five years ago!
Brands looking for new growth opportunities are increasingly eyeing their multicultural marketing potential. But when the ‘rubber hits the road’, marketers and their agencies rightly devote time and resources to getting the media schedules right but often default to running their ‘mainstream’ creative assets when clearly bespoke creative would be considerably more effective.
How effective you may ask? We are seeing a 100% increase in engagement in some instances when culturally relevant creative work is introduced.
Advertising basics recognise the complementary contribution of media and creative in an effective campaign. But at the first creative development hurdle for their multicultural campaign, advertisers are often signing off on less effectiveness by running mainstream creativity.
Many clients think it’s too hard or costly to develop bespoke in-language creative for their brands, overwhelmingly opting to translate their existing ‘mainstream’ creative. I am sure that instinctively clients know that a lack of relevant creative reduces the performance of their campaigns.
Their media schedule might provide great reach and cost effectiveness, but the creative could turn the audience off.
Of course, one size does not fit all. Budget, timing and other factors come in to play in the real world. Here are some considerations that might help focus more attention to multicultural creative development:
Ignore the importance of multicultural creative development at your own peril.
Thang Ngo is managing director at Identity Communications.
This article first appeared as an Opinion Piece in Marketing Magazine.
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