Consumers want to see themselves reflected in the products they buy—starting with the marketing that gets them interested in the first place. Ethnic marketing addresses this need by not only incorporating different ethnic groups into visual content, but also specifically creating messaging that is more culturally aware.
Keep reading as we explore the concept of ethnic marketing and its significance. We’ll also look at a few successful ethnic marketing examples from global brands.
What is ethnic marketing?
Ethnic marketing, or ethno marketing, originated in the United States during the 1970s when marketing professionals recognized the significant potential of targeting the country’s sizable ethnic groups with specific marketing strategies.
At first, this approach particularly emphasized reaching Hispanic, African American and Chinese American communities, who collectively constitute a quarter of the US population.
Today, ethno-marketing has become a crucial and widely accepted strategy, not just in the US but also in countries across Europe.
Here’s why:
According to McKinsey, ethnocultural minorities represent from 5 to almost 20% of the population across 11 European countries. For example, over half of France’s ethnocultural minorities originate from the Middle East and North Africa (MENA) region, and in Germany, the Turkish community is the second largest at 26%.
Ethnic marketing refers to the practice of targeting and connecting with specific ethnic communities through tailored campaigns. It focuses on understanding the unique preferences, needs and traditions of different ethnic groups and using this to create content strategies that resonate specifically with them.
This approach goes beyond mere marketing translation or language localization. It seeks to connect on a deeper level by creating content and messages that speak to members of a particular culture.
See also: Cultural marketing: Going beyond simple translations
Understanding the importance of ethnic marketing
Demographic trends in many countries indicate growing multicultural populations. Ignoring the needs and preferences of these groups could mean missing out on significant market opportunities.
By acknowledging and embracing cultural diversity, brands can tap into new customer segments, build stronger connections with a wider audience and establish themselves as leaders in a globally competitive environment.
Plus, diverse advertising unites everyone—not just those represented. Research has found that marketing that strongly appeals to a minority group, like the ethnic marketing examples below, usually appeals to the broader population as well.
How to market to ethnic groups: 3 ethnic marketing examples
To gain inspiration for effective ethnic marketing, let’s explore some noteworthy ethnic marketing examples that have successfully reached diverse audiences.
Example #1: E Plus with its complete Turkish product offering in Germany
E Plus tapped into the Turkish market in Germany by launching Ay Yildiz, a brand specifically designed to cater to the needs of the Turkish community.
Ay Yildiz offers a specially developed SIM card that provides affordable rates for calls and SMS within Germany and to Turkey. The brand’s marketing strategy is deeply rooted in Turkish culture, featuring adverts in Turkish with popular Turkish actors and ensuring customer service is available in both German and Turkish.
This approach respects the cultural identity and needs of the Turkish community in Germany and positions Ay Yildiz as a thoughtful and culturally sensitive option for Turkish consumers.
Similar examples of mobile carriers offering products to ethnic minorities include Spanish brand Lobster offering a product for English speakers and YouMobile targeting Chinese-speakers in Spain.
For YouMobile, their website is in Spanish and Chinese, and they run outdoor adverts in Chinese neighborhoods.
Example #2: IE University and the Beauty of Madrid
IE University does a great job at seamlessly integrating a multitude of ethnic backgrounds in its marketing campaigns. The focus is to reflect the university’s multicultural student population authentically.
The above video, used to showcase the magic of studying in Madrid, does this. The video features students from various ethnicities, showing that any student, no matter their background, is welcome.
We helped IE University for an afternoon while they filmed scenes for this wonderful video that highlights some of the amazing things that Madrid has to offer. Some of our team members are featured in the video, and we also wrote this article to go with it.
Check out our client story with IE University for more insights into how we work with the brand.
Example #3: Gift Like You Mean It by Etsy
Mispronunciation and incorrect spelling are common occurrences for people with unique names globally. But it’s also common for people living in countries where they’re part of an ethnic minority. Etsy used this common challenge to create an emotive and relatable campaign.
The story follows a young girl, Shiori, as she unsuccessfully buys personalized products in stores, is called the wrong name and has her name mispronounced. The video ends with her mom presenting her with a personalized necklace with her name, showing that consumers can get personalized gifts without any limitations on Etsy.
This campaign worked as it tapped into a challenge that many ethnic minorities face and used emotive storytelling techniques to connect with its audience. This particular story is one that resonates with all ethnicities—a prime example of the idea that diverse advertising unites everyone.
Go deeper than surface-level stereotypes
The biggest mistake you can make when implementing an ethnic marketing campaign is falling for stereotypes. The second is not going deep enough. You can’t simply swap out a character in the same story and expect your audience to relate. Go deeper. Tell a different story. One that scratches more than the surface of what it means to be of that ethnicity.
This is why it’s essential to incorporate local knowledge and first-hand perspectives into any ethnic marketing campaign. This, and spending a considerable amount of time understanding the cultural differences and lived experiences of each ethnic group. That’s the only way to create a campaign in which your audience will see themselves reflected.
We’d love to help you connect with a more diverse audience. Get in touch with our team to find out if you qualify for a Free Content Consultation.
Do you need help with adapting your content for local markets? Download our free interactive worksheet below:
