Case Studies
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Dove Takes on Social Media’s Harmful Effects on Young People
Multicultural Excellence Awards November 13, 2023Dove undertook an effort to combat the harmful effects that social media can have on youths’ mental health and self-esteem.
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Expedia Connected with the Latino Community through Storytelling
Multicultural Excellence Awards November 13, 2023Expedia’s primary goals for this campaign were to grow brand love and increase Latino site visits and booking.
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General Mills Appealed to Hispanic Consumers with “La Jugada Mundial”
Multicultural Excellence Awards November 13, 2023General Mills launched its campaign, Enjoy “La Jugada Mundial (World-Class Play)” to appeal to Hispanic families getting ready for the World Cup through the connection and enjoyment of food.
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How AARP Connected with AAPIs via a Rap Music Video That Celebrated Lunar New Year
Multicultural Excellence Awards November 13, 2023To connect with its Asian American and Pacific Islander (AAPI) audience, the AARP collaborated with the San Francisco-based dance troupe Grant Avenue Follies and Chinese-American rapper Jason Chu to create a rap music video about Lunar New Year celebrations and traditions from a multigenerational lens.
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How ESPN Leveraged Its Partnerships to Provide Support to Black Businesses
Multicultural Excellence Awards November 13, 2023ESPN leveraged its partnership with the NBA to expand its Champion Black Businesses (CBB) initiative to provide exposure, guidance, and financial support to Black businesses and dismantle systemic barriers to their success.
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How This Organization Raised Vaccine Rates in Anti-Vax Land
Multicultural Excellence Awards November 13, 2023By creating messaging targeted toward vehement anti-vaxxers in the Permian Basin of western Texas and New Mexico, Permian Strategic Partnership was able to convince thousands of “vaccine curious” individuals to finally get the COVID-19 vaccine.
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Love Proudly: Real Stories of LGBTQ+ People
Multicultural Excellence Awards November 13, 2023With the current political climate, OnStar saw an opportunity to show its members its dedication to being purposeful allies. Focusing on belonging and safety is a big part of acceptance. OnStar wanted to promote that mentality across multiple social channels and reach out to real people and tell real stories that reflect the LGBTQ+ community.
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McDonald's Created the “Lunarverse” to Attract Gen Z
Multicultural Excellence Awards November 13, 2023To celebrate Lunar New Year in the United States, McDonald’s aimed to create a culture-inspired and tech-forward campaign that not only demonstrated the brand’s cultural fluency, but also its commitment to innovation.
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McDonald’s Appeals to Hispanic Soccer Fans
Multicultural Excellence Awards November 13, 2023McDonald’s partnered with SNL cast member Marcello Hernández to reach Hispanic World Cup fans, celebrating the distinctive ways in which the embrace their favorite sport.
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McDonald’s Connected with Black Members of Generation Z Through Its Future 22 Initiative
Multicultural Excellence Awards November 13, 2023To celebrate Black communities and deepen its connection with Black members of generation Z, McDonald’s launched “Future 22,” a digital campaign that highlighted the stories of 22 young Black people creating meaningful change within their communities.
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McDonald’s Creates an Immersive Diwali Celebration for the Asian Indian Community
Multicultural Excellence Awards November 13, 2023McDonald’s collaborated with designer Megha Rao to create an immersive Diwali celebration that reinforced the brand’s commitment to the Asian Indian community.
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McDonald’s Supports Black Change Leaders
Multicultural Excellence Awards November 13, 2023McDonald’s supported “change leaders” striving to make a difference in the Black community.
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NFL Targets Women with Super Bowl Ad
Multicultural Excellence Awards November 13, 2023The NFL introduced “Run With It,” an ad during the Super Bowl that showcased flag football in an attempt to broaden the audience of the sport of football.
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On Lok Gets Chinese Seniors to Embrace Life
Multicultural Excellence Awards November 13, 2023To enroll more Chinese seniors in the On Lok Program of All-Inclusive Care for the Elderly (PACE), On Lok’s Lunar New Year (LNY) integrated marketing campaign celebrated Chinese cultural pride while promoting their physical and mental health.
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P&G’s “Long Line of Ladies” Tells the Story of a Native American Family
Multicultural Excellence Awards November 13, 2023P&G’s “Long Line of Ladies” is centered around one Native American family; the story is told through the community. It both celebrates the traditions of the Karuk people and challenges the way that many Western cultures approach menstruation from a stressful, awkward time that can hurt confidence to a moment of celebration, unity, and pride.
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Pantene Highlights the Muxe Community
Multicultural Excellence Awards November 13, 2023Pantene's viral video campaign was designed to empower individuals in Mexico, especially women aged 18 to 45 years old, to embrace their unique identities through their hair, shedding light on the resilient Muxe community's tradition of using braids as a symbol of resistance and pride.
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Pepsi Digs in to Raise Visibility of Black-Owned Restaurants
Multicultural Excellence Awards November 13, 2023The Pepsi Dig In social media platform raises visibility for Black-owned Restaurants (BORs), giving people and the industry a way to find and dine, directly helping not only these restaurants but the Black community at large.
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QuickBooks Inspires Hispanic Business Owners to Stop Thinking So Small Brand: Intuit Quickbooks
Multicultural Excellence Awards November 13, 2023Partnering with Mexican soccer star Javier "Chicharito" Hernández, QuickBooks inspired Hispanic small business owners to stop thinking small and treat their businesses like enterprises with big potential, using QuickBooks software as a tool to help them grow.
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Ready.gov Helps Hispanic Americans Prepare for Emergencies
Multicultural Excellence Awards November 13, 2023An iteration of FEMA’s Ready.gov campaign targeted Hispanic Americans to become more prepared for emergencies such as natural and man-made disasters.
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Riviana Shakes Up Boring Rice Category with Non-Traditional Messaging
Multicultural Excellence Awards November 13, 2023To stand out in a traditionally “boring” category, Riviana promoted its Mahatma rice brand with culture-first messaging targeted toward young people who were known to be culinary explorers.
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