Can Diversity In Advertising Drive Sales?
While slick influencers and high intensity campaigns will always have a place in advertising, just as action heroes will always be popular in movies, many consumers are looking for brands that offer more “real” connections. A 2018 study by Sprout Social found that “When customers feel connected to brands, more than half of consumers (57%) will increase their spending with that brand, and 76% will buy from them over a competitor.” More recently, Deloitte found that the pandemic increased consumer desire to feel seen by brands, explaining, “Consumers’ product purchases are driven by desire to connect with something deeper — a brand association that, apart from the visual imprints, includes an emotional bond with brands.”
Many brands, including Degree, LIFEWTR and All Good, are reaching, engaging and converting consumers by featuring real people, prioritizing diversity and deploying stirring campaigns, across social media and other channels, that resonate with “real” consumers.
Through authentic messages, brands are able to engage audiences and boost customer acquisition efforts. Digital Media Solutions® (DMS) leverages our first-party data assets and ad tech to help ensure the right messages reach the right people at the right time, connecting advertisers with the audiences they want to engage and convert. Click here to learn more about DMS performance advertising solutions.
Degree Creates Adaptive Deodorant For People With Disabilities, Broadening Customer Acquisition Opportunities By Appealing To New Audiences
More than one in four adults in the U.S. lives with disabilities, but representation in advertising has been difficult to come by. However, recently brands are making more of an effort to be inclusive of people with disabilities, launching products and advertising that consider the experiences and needs of the disabled community. Degree, owned by Unilever, created Degree Inclusive, a deodorant adapted for people with a range of physical differences, including low vision and upper limb motor disabilities. The product design for Degree Inclusive is in beta now, while 200 consumers from the disabled community try it out ahead of launch. The adaptive Degree Inclusive product is being promoted with a commercial featuring Nick, a man with upper limb disabilities, that Unilever is sharing across social media including Twitter and Instagram. Unilever is committed to creating more inclusive, diverse advertising — in front of and behind the camera.
By appealing to often under-represented groups, Degree can create interest and help their customers feel seen and heard while boosting sales and encouraging loyalty. A campaign that stirs emotions, like the multichannel strategy from Degree, can be easily scaled to reach the right people at the right time with the right messages. Click here to learn more about DMS digital performance advertising solutions.
LIFEWTR Launches Life Unseen Campaign With Issa Rae To Highlight Underrepresented Artists, Encourage Brand Engagement & Drive Customer Acquisition
“As a creative and an avid consumer, I've witnessed firsthand how bias flows through fashion, film, music, visual arts and other creative territories,” explained multi-talented actor, writer, producer Issa Rae in the press release kicking off the LIFEWTR “Life Unseen” campaign. “LIFEWTR understands that creativity literally doesn't exist without diversity of culture, perspective and interpretation. Together, we're inviting everyone to help shine a light so the work of unseen artists can be seen.” The multichannel LIFEWTR campaign includes “four key campaign elements” including a microsite featuring 20 “unseen” artists, social media promotion and the #LifeUnseenContest. Multichannel and multifaceted campaigns, especially when a popular influencer partners with a prominent brand, can offer brand building opportunities that drive engagement and scale sales.
Diversity within advertising can drive sales. And, when partnered with customer acquisition efforts, like the digital performance advertising solutions offered by Digital Media Solutions, diversity-focused campaigns can prove to be very impactful at creating connections and converting new and existing customers.
All Good Diapers Digital Advertising Strategy Focuses On Diversity To Make A Difference While Scaling Customer Acquisition
Procter & Gamble (P&G), a leader in the baby diaper category, released All Good diapers in 2020. The diapers, which come in slick packaging and promise a cushier, comfier, paraben and fragrance-free experience for babies, are available only through Walmart, with consumers browsing the P&G site sent directly to the Walmart ecommerce platform for purchase. All Good diapers partnered with Feeding America, donating a day's worth of diapers through the nonprofit every time a box of diapers is purchased, with more than three million diapers donated so far. The brand features real parents and babies in their social media advertising, highlighting Black fathers and parents who are doing good in their communities with the hashtags #blackfatherhood and #AllGoodParentstoKnow.
Digital Media Solutions (DMS) helps advertisers scale their efforts with performance-based digital advertising designed to support specific marketing and advertising objectives. DMS also helps nonprofit brands across the country, like Feeding America, build consistent and sustainable fundraising revenue with performance-based campaigns supported by technology-enabled digital media distribution. Contact DMS today to learn how your nonprofit can thrive with DMS.
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Digital Media Solutions® (DMS) is a leading technology-enabled, data-driven digital performance advertising solutions provider connecting consumers and advertisers. Contact DMS today to learn how our first-party data asset, proprietary technology and expansive media reach can help you connect with high-intent consumers.