What does cross-cultural mean? How is different from Total Market or Multicultural? How does it impact the way brands, creators and consumers communicate and interact in a digitally connected world?
This thought-provoking session will explore the emerging concept of cross-culturalism, from the diverse perspective of brands, media companies, influencers, and consumers. The session will introduce the beginnings of a proprietary definition of cross-cultural that will enable brands and media companies to budget eventually for cultural audiences, discover their cultural potential, and see how they stack up against competitors along a cultural index. The session will culminate with a panel discussion bringing together trendsetters, thought leaders and influencers who are embracing cross-cultural strategies to discuss the cross-cultural index and how it can change the state of media, film, music, journalism and marketing.
Outline
The Walt Disney Company’s U.S. Hispanic Initiative has created a companywide focus across all brands and lines of business. Key leaders across select brands will share case studies and best practices.
At 42% of the total U.S. Hispanic population and 27% of the U.S. millennial generation as a whole, Latina and Latino millennials are the largest minority group in America and as such - have enormous purchasing power that cannot be ignored by brands. They also over-index the general market considerably when it comes to social media use. Come learn about the do’s and don’ts when targeting USH millennials and how brands and influencers are coming together to create impactful and culturally-relevant campaigns that truly resonate with this important demographic.
In this session you will learn:
● Mistakes to avoid when targeting Latina and Latino millennials
● The nuances of USH millennials
● The best social platforms to reach Latino millennials
● How to work with influencers to reach this important demographic
● Case studies of successful campaigns targeting Latino millennials
In the $60-billion beauty industry, Latina YouTube stars and influencers across all social platforms are exerting more than just influence. These fabulosa creators are literally changing the face of the industry, turning creative and entrepreneurial makeup enthusiasts into online sensations with thousands and even millions of engaged fans. Smart and savvy cosmetic brands are taking notice and partnering with these Latina beauty stars for advertising campaigns and product placements.
In the session you will learn:
● Best practices of working with beauty influencers
● Best social platforms for beauty campaigns
● Mistakes to avoid when working with beauty influencers
● Case studies of successful beauty campaigns
When a significant portion of one of the most powerful generations in history belongs to a specific ethnic group, it is critical that we understand how these different influencers impact their shopping behavior. Attendees will learn when and how to personalize the experience and build a long lasting relationship while maximizing use of resources through integrated demographic and behavioral data. Ø What do they look for in retailers and brands? Ø How do they interact with them? Ø How are those behaviors changing over time? Ø How, if at all, does their level of cultural assimilation result in new/different opportunities for manufacturers? Key Takeaway: Do your Millennial & Hispanic strategies address the Hispanic Millennial? How do your categories engage with Hispanic Millennials? Is a differentiated or inclusive strategy needed?
About 84.51°
84.51° helps companies create sustainable growth by putting the customer at the center of everything. Using a sophisticated suite of tools and technology, 84.51° works with some of the world's leading CPG manufacturers and partners. With more than 500 talented and fearless associates, 84.51° is a wholly owned subsidiary of The Kroger Co. For more information, please visit us at www.8451.com.
To a generation that starts relationships by sending friend requests, has face-to-face communication with neighbors become an awkward social obligation or a welcome conversation among acquaintances? While neighbors used to interact around property lines, in neighborhood parks and in apartment hallways, the rise of social media has given modern day neighbors access to an unlimited number of online communities that they can create or join at their leisure – no awkward hallway-nod needed. With Hispanics over-indexing in social media use, virtual connections are thriving. But how are these interactions redefining the Latino community landscape and their ability to build meaningful relationships and networks?
In this panel, State Farm will reveal key findings and insights from the “State of Neighbors” report, a new survey fielded in partnership with Nielsen that uncovers what it means to be a neighbor today, and how the values, interests and trends of the modern day neighbor varies by generation, ethnicity and geography. We’ll also share the benefits of friending your neighbor – both online and off – to make stronger communities across the country.
Beyond the survey results, you’ll learn how to leverage your skills and experiences to drive further engagement, empowerment and positive impact in your communities, in addition to:
· How Hispanics are changing neighborhood dynamics across the country
· How you can use social media to start conversations and inspire action
· How you can help build sustainable online and offline communities within your neighborhood
· How you can facilitate better communication and connections amongst communities
#BuenVecino
Corporate social responsibility, or CSR, is a relatively new aspect of the business culture but in the Hispanic market it is, together with community partnerships, one of the most proven ways to build strong bridges to Latino communities.
In this session you’ll learn how leading companies like Toyota and Prudential Financial are utilizing community partnerships, CSR and social good initiatives to win over the Latino communities – often with strong business and branding results.
A session that focuses on leveraging minority voices to not only champion justice and diversity but to also leverage the financial opportunity of providing resources to audiences that are often overlooked.
In this session, you will learn:
● How to take advantage of opportunities in overlooked minority communities
● How to collaborate and leverage collective voices to invoke positive change
● How to use social influence to share the true stories of our community that may be overlooked by mainstream media
#Prepárate: MassMutual Reframes Cultural Paradigms to Help Business Owners Prepare for Long-Term Success Culture is a powerful source fueling our identities, families, communities, and businesses. Learn how MassMutual evolved the annual Hispanic Heritage Month campaign into a yearlong digital and real-world Business Owner initiative. Key learnings will be shared including how the brand used proprietary research and social listening to reframe cultural paradigms and industry constructs such as “Total Market,” “multicultural,” and “personalization.” Attendees will also have the exclusive opportunity to co-create new real-time content aimed at amplifying business owners’ voices and helping them prepare for long-term success - at Hispanicize 2016 and beyond!
McDonald's Case Study
Learn how McDonald's partnered with Latina influencer Maya Murillo and Chachi Gonzales for a co-created content strategy that generated a winning real-time Twitter trend during the 2015 Latin GRAMMY Awards. You won't want to miss this informative session highlighting trends in content creation, real-time and more.