Case Studies
Lessons From the Leaders: GENERAL MILLS
We do metrics, as most big advertisers do. But if you’re close to the community, especially with social media, you see comments about your work show up right away if it’s relevant and it resonates. Read more
Tags: brand loyalty, consumer, culture, targeted media
Lessons From the Leaders: FORD
During the financial crisis of 2008–09, many of our competitors walked away from discrete advertising to the African-American community, but Ford never wavered. Read more
Tags: advertising, brand loyalty, consumer, generations, migration, targeted media
Lessons From the Leaders: COCA-COLA
African-American consumers continue to play a significant role in defining emerging and pop culture, which is often adopted by the broader consumer market. To that end, we’re always mindful of their influence and look to them for trends, especially for youth and the Millennial consumer. Read more
Lessons From the Leaders: P&G
Some marketers seem to have just discovered that African-American consumers exist. But Tide has done African American-targeted advertising for more than 30 years; Pantene, for over a decade; and Gain, pretty much all of its product life. Read more
Tags: brand loyalty, culture, demographics, shopping
Lessons From the Leaders: STATE FARM
The African-American community is a very loyal one. If you get an African-American customer, he’s likely to stay with you, and his children and grandchildren will do business with you. So it’s a long-term relationship we’re building. Read more
Tags: aspirational, brand loyalty, commercials, families, generations
Reaching General and African American Consumers
America I AM is a ground-breaking museum exhibition, which chronicles 500 years of African American history via 200+ never or rarely before seen artifacts, video clips and multimedia. The primary target was African-American women (moms, other relatives, teachers, etc.) who drive or influence the education/entertainment of kids and youth. Read more
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