26/3/2020; New York: The world is at a crucial time when people across the globe are fighting for equality, justice and access, pushing for greater representation in the media, by brands and companies whose products they consume.
It’s a valid concern too, because people spend trillions of dollars each year on different products and services that actively isolate them while profiting off them. It’s a difficult situation to navigate for brands who want to capture diverse markets, but lack the insights and strategies to do so.
This is where multicultural marketing agencies like GoDiversity come in. With a team that represents their brand ethos and intentionality, the company is headed by Hispanic individuals, as well as professionals and experts from other ethnic and racial minorities.
They specialize in offering diversified, culturally sensitive marketing and advertising content that is focused on the needs and requirements of groups they wish to focus on. Hispanic markets can be difficult to break into, but make for a major portion of consumers in the United States.
This makes it imperative for brands to work closely with marketers from GoDiversity who possess market insights, cultural sensibilities and a deeper understanding of the Hispanic experience in the United States.
They offer brands a multi-step process from conceptualization all the way through to execution, creating and launching successful, effective and powerful marketing campaigns that are also incredibly comprehensive, holistic and address various sectors within a given demographic.
Holmes Hernández, the Creative Director, shared his thoughts on the company’s multi-faceted strategy for Hispanic consumers:
“We draw on our experiences of living as ethnic minorities in the United States, hoping to reflect on the multicultural American experience. Our content is purposeful, sensitive and reflective of lived experiences that Hispanic individuals face. We want to create content that shows culture, represents people of color and the beauty of language in a way that moves audiences to tears, but gently coaxes them to take action. It’s all about balance and that’s something we’re always striving to achieve.”
GoDiversity has launched several successful campaigns and has an established clientele, with connections to the Hispanic community. This allows them to directly mail members from these communities, create campaigns centered on their identity without falling into the trap of tokenism.