When a brand chooses to target a certain group of people, it is very important that they connect with them. And this must be done on their own terms – not on the brand’s terms – and in ways that are highly relevant to that particular community.
Hyundai has done a great job of this in this campaign. They have used content creators of color to star in their spots – celebrities with a real-life love story that their fan-base follows and adores. Such an audience just loves to see snippets of the couple interacting and it is a great strategic move on the part of Hyundai and its marketing agency to present just that.
Taking things a step further is the use of culturally relevant language - In the African American community, placing ‘Okay’ before something is the way they acknowledge something that they like and approve of. This is just one of many cultural references and nuances incorporated in Hyundai’s creative messaging.
The present generation is committed to the environment and to saving the planet. So selling them an EV is the right way to go by way of strategic product placement. The messaging of these spots where the EVs seamlessly fit into a modern-day love story in a sustainable and adaptable way, which is then very subtly yet deftly communicated as an investment as long-standing as true love, is top class!
The world is getting increasingly multi-cultural and for brands to succeed, it is imperative to embrace DEI – diversity, equality and inclusion – and multiculturalism.
This effort must start with its own marketing team – only when a brand has a multi-cultural mindset can it understand an audience that is multi-cultural without being condescending (which can be fatal) or frivolous.
It is very important to speak an authentic message that will resonate with various ethnic groups. Using the same tone of voice to speak to various audiences won’t cut it.
So it is important for brands to really do its homework before planning any campaign or marketing strategy. Invest time and energy into research.
Finally, in a surge of enthusiasm and a strong urge to be multi-cultural, don’t go overboard – you will only end up looking like a complete fake that over-compensates. Be authentic and real – that is the only way that works!