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:
Budget – If the marketing budget is limited, it might not be feasible to invest in bespoke creative because it might take a disproportionate share of the budget.
Timing – In-language creative often takes longer to produce, sourcing the right talent from a limited pool and translation lead time might complicate your logistics.
Creative capacity – There isn’t the breadth of creative and production talent compared to mainstream, so this may impact on the quality of the message you are crafting.
Collaboration – Consider if your current creative agency could work with a cultural consultant during creative concept and development.
Face to camera – If it’s just a voiceover, then consider re-voicing the commercial.
Customise static assets – TV production requires a larger budget, but if you’re doing a print advert that has talent, consider shooting the mainstream material with a mix of talent or shooting talent that’s from a relevant community for your campaign.
Product benefit – Particularly in the beauty category, a well-known culturally relevant talent may be the inspiration for this audience, so maybe subtitling is all that’s needed. However, if the benefits of a beauty product might be better demonstrated on someone with a skin tone similar to your target audience, the talent choice may not be appropriate.
Your brand – If you are a major multinational, and you’re investing a significant budget in media, is there an expectation that you should develop tailored creative for the target community?
Brand sentiment benefits – In an environment where creative is almost always translated from mainstream, consider the significant uplift in positive brand sentiment from investing in bespoke creative.
ROI – Brands that appreciate and focus on tailoring their creative to multicultural audiences will reap the benefit of a little extra investment. It’s advertising 101.
Ignore the importance of multicultural creative development at your own peril.
Thang Ngo is managing director at Identity Communications.
Well it’s not. Some you you might have heard of Songkran in Thailand. If you haven’t then you really, really should look at the video below. It’s too fun for words.
What’s Songkran? Songkran is a three day festival which celebrates Thai New Year which starts on 13 April 2018. April is the hottest month of the year so not surprisingly water features prominently. But it’s not (just) about getting wet and wild, when Thais throw water at you it’s not because they don’t like you and want to wet your best tourist clothes. The idea is to wash away back luck from the previous year so you can start the new year fresh.
But it’s just not Thais who celebrate new year at this time. Khmer, Lao and Tamil communities celebrate their new year at during this time also.
Where can you celebrate in Sydney?
Leumeah’s Wat Pa Buddharangsee in Sydney’s south west hosts one of the biggest Thai New Year celebrations in Sydney (above), with food stalls, opportunity to make offerings to monks and of course, it all ends with one big water fight – make sure you dress for fun.
Wat Phrayortkeo Dhammayanaram, Edensor Park (above) is where you should go for a delicious Lao new year. The food is soooo good.
If you want to celebrate with Sydney’s Khmer community, why to visit the Wat Khemarangsarm in Bonnyrigg.
So what are you waiting for? Let’s celebrate the New Year all over again.
Just in time to welcome the Year of the Dog, Brenda Leung, Identity Communications Insights and Production Manager writes about New Year gift giving.
Gift giving plays an important role in Asian culture, especially during cultural festivals and special occasions. The Lunar New Year is the perfect time to prepare something special for your loved ones. It is essential to get something heartfelt, and at the same time meaningful with a good will message embedded in the gift. So choosing an appropriate and presentable New Year gift could be a headache; ranging from wines to food and tea, and to suit a variety of tastes for young and old.
Here are some quick ideas for the two most popular gift choices for you to consider.
Traditionally, Chinese and many other Asian cultures believe taking a precautionary approach is the most effective way to maintain good health conditions, and the most common practice to achieve this is through consumption of natural herbs or food with good nutritional values. For this reason, no other gifts can be better than any nourishing and nutritious herbs/food that can benefit one’s health with good nutritional value or natural remedies outcomes, especially if that gift is for the senior member in the family.
To make the process of getting the herb/natural food gifts easier, there are supplements of various brands available in supermarkets and pharmacist’s shops where you can find nutritious herbs and medicines such as various types of vitamins, fish oil, wolfberries, jujube dates, black sesame seeds, ginseng root and royal jelly. They’re stacked on shelves taking up the entire aisle, usually in gift boxes and are ready to give away as gifts. There are always the supplements that are suitable for certain age groups or one for the whole family.
Nowadays, supplements are the “modern form” of the traditional natural herbs and remedies, and can also make fantastic Lunar New Year gifts. They are particularly well received by people living in cities than those in rural areas, who are leading a busy life and are more likely to show others that they are always in the new trend.
For children, red packets with money inside are the most popular gifts during New Year. Who isn’t happy to get additional pocket money? Or for those parents who have long-run plans for the next generation, it is a good time to open a bank account and start the whole financial management journey for their children, with an educational purpose behind the whole idea.
No matter what gifts you are going to present to your family and friends, what’ most important is the loving thoughts – goodwill wishes of happiness, wellness and prosperity.
Money talks! How these brands are cashing in on Chinese New Year.
Even though the Lunar New Year is celebrated by many communities such as Vietnamese and Korean, the sheer size of the Chinese dollar, or should we say Yuan, means many brands conveniently only recognising it as Chinese New Year.
Here are a few examples of brands cashing in on the Lunar New Year in 2018. Come back regularly, we’ll update this post as new campaigns launch.
City of Sydney
While most other Sydney council celebrate Lunar New Year, it’s Chinese New Year for the City of Sydney, which speaks volumes about their the People’s Republic of China’s generous in-kind support of the Festival as well as the abundant investment and business potential.
Chobani Chobani’s Chinese New Year Batch combines mandarin with Greek yogurt decorated with red and gold packaging as symbols of good luck and prosperity which also features a dragon composed from mandarin.
Sydney’s Casino is cashing in (pun intended) with food, competitions and promotions featuring lots of 8’s.
Park your dollar with the ANZ in either a term deposit for 8 months for a special interest rate or open an online savings account for a special rate for the first 8 months.
Woolworths Selected stores are going red and gold for Lunar New Year (Cabramatta store below).
BWS Score 888 Woolworths Reward points if you spend more than $30 at BWS.
World Square Lunar New Year 2018 via augmented reality.
Sydney Tower Eye
All you can eat dumplings as you watch Sydney go by.
Luna Park Between 16-18 February experience lion dances and firecrackers before you go on a hair raising ride.
Lotus Dining We all have to eat right? Restaurants are ready to feed your belly for Lunar New Year.
Online retailers are getting into the act. Camera Electric has specials on Leica camera, lenses and accessories.
What creative should I use for my multicultural campaign?
The answer is easy, and not easy. Identity Communications, the intelligent multicultural agency, has some food for thought…
When it comes to a multicultural marketing campaign, marketers and their agencies rightly devote time and resources to developing the media schedule. When it comes to creative assets, clients think it’s all too hard or costly to develop bespoke in-language creative. Overwhelmingly clients translate their existing ‘mainstream’ creative.
Take for example, Bayer’s Elevit pregnancy multivitamin (below) targeting Chinese-Australian women. The investment on Youku Chinese video social media is significant, just about every pre-roll served this week uses either Elevit or Menevit material. In this case, the audio was left in English with text copy translated into Chinese.
Another example is our recent work for Johnson & Johnson’s Neutrogena Ultra Sheer (below). The mainstream creative, featuring Jennifer Garner, was subtitled into Chinese.
A much rarer approach is developing bespoke in-language creative, particularly for TV. Reckitt Benckiser’s current campaign for Finish Quantum Ultimate dishwashing tablet (below) was developed and produced by Identity Communications especially for the Chinese-Australian audience. Concept and copy were developed in Chinese and translated to English for client feedback and approval. We sourced and selected local Chinese talent and shoot location. Judging by the comments across video and social media channels, the audience is resonating strongly with this bespoke creative approach.
Of course, it’s not one size fits all. Budget, timing and other factors come in to play in the real world. Here are some considerations that might help you decide:
Budget: if it’s a limited marketing budget, do you really want to spend 80% on creative and 20% on media?
Timing: in-language creative often take longer to produce, sourcing the right talent from a limited pool and translation lead time will add to your timeline
Creative capacity: there isn’t the breadth of creative and production talent compared to mainstream, so this may impact on quality
Collaboration: consider if your current creative agency could work with a cultural consultant during creative concept and development
Face to camera: if it’s just a voiceover, then consider revoicing the commercial
Customise static assets: TV production requires a larger budget, but if you’re doing a print advert which has talent, consider shooting the mainstream material with a mix of talent or shooting talent that’s from that community for your campaign
Product benefit: particularly in the beauty category, a well-known ‘mainstream’ talent may be the aspirational inspiration for this audience, so maybe subtitling is all that’s needed
People like me: then again, if the benefits of a beauty product might be better demonstrated on someone with a skin tone similar to your audience, maybe the ‘mainstream’ talent, especially if they aren’t well known, may not be appropriate
Your brand: if you are a major multinational, and you’re investing a significant budget in media, is there an expectation that you should develop tailored creative for the target community?
Brand sentiment benefits: in a world where creative is almost always translated from mainstream, consider the significant uplift in positive brand sentiment from investing in bespoke creative
We’re experienced in the creative scenarios outlined above. If you have a question about multicultural creative development please contact us.