Dunkin’ recently partnered with Dominican-Nigerian rapper Ice Spice. In a new spot, Ice Spice and actor/director Ben Affleck are brainstorming a new Dunkin’ drink, Ice Spice MUNCHKINS® Drink. By collaborating with Ice Spice, Dunkin’ is not just introducing a new drink; it also acknowledges the multi-dimensional identities within the Latinx community and highlights the importance of diverse representation in mainstream advertising.
Working with Latinx creators
Here are three things marketers can do to be inclusive in their approach when working with Latinx creators:
- Research. The Latinx community is not a monolith. Take the time to understand the community’s diverse cultures, traditions and nuances to build out a well-thought-out and inclusive approach.
- Empower. Give Latinx creators the freedom to shape their narratives authentically. They have built a loyal following by being true to their identities and experiences.
- Build relationships. One-off campaigns can result in short-term wins in the form of increased brand engagement and sales. Long-term partnerships with creators provide an opportunity to have a bigger impact by maintaining a consistent brand presence that demonstrates a brand’s commitment to its diverse consumers.
Marketers can redefine the future of marketing, and make it less transactional and more about deepening connections with their consumers. Brands that recognize this opportunity and listen, adapt and partner with Latinx creators can create campaigns that shape the future of marketing where it is sustainable, resonant and inclusive.
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